In an effort to benefit from the current popularity of the comic book superhero genre and the recent success of Marvel motion picture brands including X-Men and Iron Man, Playtech has announced the signing of a multi-year licensing agreement with Marvel Characters B.V, a wholly owned subsidiary of Marvel Entertainment Inc.
Under the terms of the licensing agreement, Playtech will have the right to use iconic Marvel film brands such as The Incredible Hulk, Fantastic Four, X-Men, Iron Man and Blade, amongst others.
The company will be able to utilise these brands across all of its gaming products including casino, poker, and bingo, and across all of its platforms including online, mobile and TV platforms, as well as on server-based gaming terminals, via Playtech's subsidiary Videobet.
Mor Weizer, Chief Executive Officer of Playtech said: "This agreement is a major stepping stone for Playtech, as it will greatly extend the commercial appeal and cross-selling opportunities of our products. Branded slots are a good way of diversifying our product and attracting new players. Our customers can now enjoy games with Playtech's market leading software featuring up-to-date Marvel film characters, which have a truly mass market appeal.
"The proven strength of these brands will allow our licensees to gain market share using the strength of our product. We look forward to working with such a globally renowned and respected company as Marvel to provide an exciting gaming experience for our customers and their players."
Marvel Entertainment also has a similar licensing agreement with CryptoLogic to develop Marvel-branded internet casino games through 2010. Since 2005, CryptoLogic has launched more than ten slot games including characters such as the Hulk, Daredevil, X-Men, Blade and the Punisher.
Shares in Playtech Limited have gained 2.61% to 343.75 pence as at 09:00 GMT in London this morning following the announcement.
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