In its quest to expand its footprint in live dealer casino game vertical, Playtech has announced that it will bring its Who Wants To Be a Millionaire? (WWTBM) branded live games to North American markets. The announcement came alongside news of a two-year partnership extension between Playtech and Sony Pictures Television, which owns the rights to WWTBM. Now good until 2028, that deal has allowed Playtech to develop three live dealer games using the WWTBM intellectual property:
- Who Wants To Be a Millionaire? Live Roulette
- Who Wants To Be a Millionaire? Live Trivia
- Who Wants To Be a Millionaire? Video Poker Live
These games incorporate various features of the popular game show of the same name, including its “lifelines”: 50/50, Ask the Audience, and Ask the Host lifelines. In addition to the three current titles, Playtech plans to develop additional games using the brand. These would be available to the company’s global partners, including those in its new North American markets — the US, Canada, and Mexico.
Sasha Uman, chief commercial officer at Playtech Live, said that the collaboration with Sony has been an enormous opportunity for the company. She added:
It showcases our commitment to securing top iconic brands in the game show and entertainment industry, and our dedication to offering high-quality and innovative gaming options to the audience. It has allowed us to bring a diverse range of interactive games, including Live Roulette, Live Trivia, and the latest addition, Video Poker Live, inspired by the beloved ‘Who Wants To Be A Millionaire?’ brand. ‘Who Wants To Be A Millionaire?’ has been a global favourite for many years, and we are thrilled to be able to bring the excitement of this iconic game show to players worldwide, especially to our North American audience.
Deal Could Help Playtech’s US Growth
The introduction of WWTBM is the latest step by Playtech (Playtech PLC 744,00 +1,92%) in what has been a busy year for the company’s live game segment Playtech Live. It opened its first US live dealer studio in 2021 but stepped things up in 2023 to try to grab more market share from the US industry leader, Evolution (Evolution AB (publ) 4,61 -2,12%).
Last summer, US players were introduced to Playech’s live dealer game show Adventures Beyond Wonderland, based on Alice’s Adventures in Wonderland by Lewis Carroll. Then, in November, the company opened a studio in Pennsylvania, its third in the US. The studio could also stream to West Virginia should Playtech partner with an operator there.
The introduction of WWTBM also aligns with what Playtech Live CEO Edo Haitin told Bonus last year. In a Q&A, Haitin said that US players should expect more innovation from the company. He added that Playtech’s observations are that US operators and players will continue to demand entertainment-led experiences and content.
Haitin might be onto something. Evolution’s latest financial results suggest the market leader’s growth is not keeping up with the North American market. That could mean online casino players might be looking for something beyond traditional casino games like blackjack.
Another Sony-Owned Show Is Already Popular
The introduction of WWTBM products could be another successful casino game partnership for Sony. Through a deal with International Game Technology (IGT), another popular show owned by Sony, Wheel of Fortune (WoF) has seen tremendous popularity across retail and online casinos. IGT made its first WoF retail slot in 1997 and has grown the brand to 53 products.
Last year, the Wheel of Fortune Triple Gold: Gold Spin slot became the US’s first omni-channel wide area progressive game. That means the online slot shares the progressive jackpot with select Wheel of Fortune slots at retail casinos in New Jersey. The brand’s popularity has also led to the Wheel of Fortune Casino in New Jersey. Operated by BetMGM, the site became the first online casino in the US to be centered around a particular line of games.
But while there are over 50 WoF products across US casinos, IGT is yet to introduce a live dealer game featuring the brand. Evolution has Deal or No Deal and Monopoly-branded live dealer games, while Playtech has WWTBM. It would make sense if IGT looked into the segment.
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