Playtech has enhanced its collaboration with Banijay Brands, which forms part of the international content producer and distributor of the same name.

This has seen the gambling tech firm be granted the exclusive rights for use of The Million Dollar Drop brand in the US, as well as retain its rights for Deal or No Deal Bingo for a further five years. 

“Deal or No Deal and The Money Drop are iconic shows with strong fanbases, and we are delighted to see the brands grow into new product verticals,” stated Lex Scott, commercial director of gaming and gambling at Banijay Brands

“We are thrilled to be extending our partnership with Playtech, as an industry leading supplier, it is well-placed to expand The Money Drop brand into the US market.”

Playtech says that its US rights deal for The Million Dollar Drop will complement its existing branded content strategy, with its current live game show offering said to be one its “top-performing” titles across the segment.

However, the company adds that it will also utilise The Money Drop brand across its bingo vertical for its existing markets during the coming months.

“It is core to our strategy and growth in the US that Playtech Live delivers the highest levels of live gaming experiences, and through partnering with Banijay we are bringing the most engaging and innovative products, technologies and brands to new markets and audiences”, says Sasha Uman, director of live business development at Playtech

“The Money Drop Live offers an incredible gaming experience and we cannot wait to introduce the localised Million Dollar Drop brand to our audiences in the US, and strengthen our position as a global leader in live gaming entertainment.”

Furthermore, Playtech has also retained exclusive rights to the Deal or No Deal Bingo brand for a further five years, with the firm adding that it has thus far proved to be a “major hit”.

“We are delighted to renew our long and successful partnership with Banijay”, says Angus Nisbet, managing director of digital bingo at Playtech

“Deal or No Deal Bingo is consistently amongst our top performing bingo rooms, and we’re thrilled to continue to provide our partners and their customers with a truly iconic and entertaining gaming experience.”