Playtech has secured a Sony Pictures Television partnership that will see the production of live games branded Who Wants To Be A Millionaire?
Representing the new growth of the live casino division of the gaming tech business, the two will collaborate to put the brand into the digital entertainment portfolio of the group over a five-year period.
Best possible entertainment experience
Edo Haitin Playtech Live CEO explained: “Our vision at Playtech Live is to deliver the best possible entertainment experience. This centres around building game show content that is underpinned by leading global brands, and Who Wants To Be A Millionaire? has proven consistently over the years to be an absolute favourite worldwide.
“Our ability to develop engaging product features and live game shows, allowing players to experience first-hand the thrill and excitement of playing one of the most enduring game show formats in television history, that is what an entertainment-led experience is all about.
“This is only the beginning of our journey at Playtech Live and we cannot wait to start working on developing these three new games, which we are sure will be an exciting addition to our already engaging portfolio.”
Three tailor-made games
Playtech will create three tailor-made games using the brand Who Wants To Be A Millionaire as a result of the collaboration as it aims to deliver the next phase in the experience of the live game show.
Commercial director of brand management and interactive at Sony Pictures Television UK, Stephan Zingg said: “Playtech Live is creating some of the most innovative online gaming experiences on the market and we are very excited to start working with the team.
“We are positive that the Who Wants To Be A Millionaire? brand will deliver new elements of entertainment to the player and enhance their experience.”
Chief operating officer at Playtech, Shimon Akad added: “We are very proud to be chosen as Sony’s partner to bring the Who Wants To Be A Millionaire? brand to the live casino market.
“Securing prestigious brands like this is a key pillar of our content strategy as we look to deliver the most engaging responsible gambling entertainment experience in the market.”