Canada’s Amaya Gaming Group has received a boost in its profile after the announcement of a global licensing agreement with Playboy Enterprises. Both companies are seen as titans in their respective industries, and this new collaboration will see Amaya online poker and lottery games developed using the iconic Playboy brand in permitted markets around the world. The development of the new games as well as their respective promotional advertisements is currently underway, with an anticipated launch to take place within the first half of 2013.
Amaya is recognized in markets around the world for its leading technology-based gaming solutions. It serves as one of Montreal’s most shining achievements in the online gaming market, with growth expected to continue into 2013. CEO David Baazov released a statement about the new arrangement with Playboy, in which he expressed excitement that Amaya will help Playboy transition into the online gaming market.
“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.”
Playboy has come a long way since Hugh Hefner first founded the company in 1953. The Playboy magazine was where the company began and is still recognized today as one of the most popular magazines in syndication. However, by developing a collection of loyal readers, the magazine expanded its operations into other forms of entertainment including Playboy TV, radio, websites, and collectible merchandise.
Since the 1980s Playboy has attempted to launch clubs and casinos in various locations. The company had a partnership in the Atlantis Hotel and Casino in Atlantic City until they were denied an extended gaming license and forced to sell off their share of the company. They also had a club inside the Palms Casino Resort in Las Vegas until earlier this year, when a similar problem as had occurred in Atlantic City forced them to remove themselves. In other markets, Playboy has had more success in maintaining casino operations.
With Amaya as a partner, Playboy hopes its expansion into online gambling will provide them with greater success than land-based establishments.