Endemol And Pragmatic Announce Peaky Blinders Partnership

Endemol Shine Group subsidiary Endemol Shine Gaming, in conjunction with content provider Pragmatic Play, has announced a partnership for hit drama Peaky Blinders.

The five-year contract, which excludes both the United States and the United Kingdom, gives Pragmatic Play the rights to the online slot Peaky Blinders, live casino, instant win scratch cards and virtual sports, with the first game featuring characters from the hit series expected to start in May 2020.

Anil Mistry, Endemol Shine Group’s director of games and gambling stated: “It’s great to work with Pragmatic Play to create brand new games with the Peaky Blinders IP. It’s one of our most iconic and promising brands and we are excited by the potential of this partnership.”

The award-winning BBC One and Netflix series, Peaky Blinders, is produced by official brand owner Caryn Mandabach Productions and the Tiger Aspect Productions of Endemol Shine Group.

Five series have been aired so far, with multiple awards for the series including the 2018 BAFTA for Best Drama Series and Best Drama at the 2019 National Television Awards.

Pragmatic Play’s Chief Commercial Officer Melissa Summerfield added: “Bringing forward a title like Peaky Blinders will definitely appeal to our customers and beyond, considering the tremendous success that the series gained since its launch. Peaky Blinders branded products will be yet another successful addition to our ever-expanding portfolio, and we trust that it will live up to the expectations.”

Endemol Shine Group controls rights to some of the world’s most creative and high-profile IP. From award-winning dramas such as Peaky Blinders and Black Mirror, to animated hits such as Simon’s Cat and Mr Bean, and popular global formats like MasterChef, Hunted, Pointless, Tenable and Wipeout.

The group also represents a range of global ancillary rights for Peaky Blinders, which Endemol Shine International distributes across more than 180 countries.