Playtech, one of the top live dealer gaming companies, is expanding its presence in legal, regulated US gaming markets. Recently, it secured the rights to The Million Dollar Drop.
This brand will strengthen Playtech’s hand in the United States where it faces stiff competition from Evolution and several other competitors.
It’s understood that The Million Dollar Drop brand will be rolled out across Playtech’s bingo brands in the coming months.
MI/NJ Studios & Deal or No Deal Secured
Playtech’s latest moves come on the heels of opening two live game studios in Michigan and New Jersey. These actions signal a strong intention to be a market leader in US states that have legalized and regulated online casino gaming.
Playtech also retained exclusive rights to its Deal or No Deal Bingo brand for a further five years. This has been one of Playtech’s most successful live games so far, so securing the rights to it for another five years is excellent news for the company. This game’s massive popularity was confirmed by Angus Nisbet, Playtech’s managing director of digital bingo.
Securing the new brand and securing the other strengthens Playtech’s relationship with Banijay Brands. This firm manages some of the brand licensing rights to some of the world’s most valuable intellectual property. Lex Scott, Binjay’s representative in the deal, stated that they were happy to work with a market leader like Playtech and were excited to see how these two popular brands could expand into other product verticals.
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Playtech continues to innovate and compete
When it comes to live casino gaming, Playtech only has one serious competitor, Evolution, and the two are constantly jostling for supremacy in the industry.
While Evolution has had a stellar few years, deals like this show that Playtech is not content to play second fiddle to Evolution or any other brand. It continues to innovate, and association with brands like The Million Dollar Drop will only strengthen Playtech’s own brand in the United States. Brand recognition is going to be crucial as new states legalize and regulate online casino gaming.
“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,” said Sasha Uman, Director of Live Business Development at Playtech.