LOS ANGELES — Playboy Enterprises has entered into a global licensing agreement with Montreal-based Amaya Gaming Group Inc. to collaborate and develop online gaming initiatives in poker and lottery.
The deal will feature the iconic Playboy brand in selected territories where permitted around the world. Detailed development and marketing initiatives are underway and initial rollout is anticipated to begin in early 2013.
Playboy said the move is continuing to leverage its growing online presence digitally in areas including online gaming.
“The Playboy lifestyle is about indulging our passions, and we are focused on bringing content, products and experiences to consumers around the globe that define this lifestyle," CEO Scott Flanders, said. "Gaming is an ideal fit with our strategy and we're delighted to partner with Amaya on this project, combining a leading global brand with a strong technology partner to offer what we believe will be exciting online gaming experiences."
“This is a giant global brand for Amaya to partner with online," commented David Baazov, CEO of Amaya Gaming Group. "We are extremely pleased that Playboy has chosen Amaya to help with their online strategy for both poker and lottery. With its tremendous online audience and boasting one of the highest unaided global awareness and social media user engagements of any brand, we're confident that our collaboration with Playboy will be a recipe for success and look forward to guiding them in their online endeavors.”
According to PokerFuse.com, Playboy previously offered online gaming using the Cryptologic Network in a deal that ended in Jan. 2009. Amaya bought Cryptologic last April after it became a supplier of casino games to other companies.