Playtech Signs Partnership with Sony to Reboot Who Wants To Be A Millionaire

February 28th, 2021
Back Playtech Signs Partnership with Sony to Reboot Who Wants To Be A Millionaire

Merely one week after the announcement of a new partnership with 888, the industry’s leading online betting company, Playtech continues to make breakthrough deals with established brands and additionally strengthen its position on the market.

This time, the Estonian gambling technology company has entered into an exclusive agreement with Sony Pictures Television, allowing it to use rights of Who Wants To Be A Millionaire? brand and develop a new line of products.

Development in Progress

As reported, the upcoming roadmap of first-class offerings will go live across Playtech’s rapidly growing product vertical, Live Casino.

The companies have signed a five-year term, compelling them to work together on an entirely new concept of the much-loved Who Wants To Be A Millionaire? show. As a result, the provider’s Playtech Live digital entertainment portfolio will include three highly innovative and bespoke games, utilizing the international television game show franchise. According to the supplier, this project may well be the next step in the Live Game Show experience.

“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,” commented Stephan Zingg, commercial director, brand management and interactive at Sony Pictures Television UK.

Zingg is positive that the new show reboot will astonish many players thanks to fresh elements of entertainment that will undoubtedly enhance their experience beyond limits.

Chief operating officer at Playtech, Shimon Akad is also very proud of the fact that Sony had chosen to cooperate on new Who Wants To Be A Millionaire? line up with the famous Estonian brand. Akad added that prestigious companies in the industry are a key pillar for distributing next-generation live casino content. He is also looking forward to delivering an engaging and responsible gambling entertainment experience in a new format.

“Our vision at Playtech Live is to deliver the best possible entertainment experience,” said Edo Haitin, CEO at Playtech Live. As the industry advances in new directions this year, it is important to build game show content in collaboration with multinational conglomerates, and Sony is a proven, absolute favorite around the world, concludes Haitin.

Only the Beginning

Playtech’s ability to develop trendy iGaming products and live game shows has recently pushed the company into a new direction; players at 888casino are able to experience the thrill and excitement of its innovative live casino and enduring RNG game formats since 22 February.

Meanwhile, the provider confirmed exclusive negotiations with a consortium regarding the potential $200m sale of its financial trading division. Haitin revealed that the recent agreements are only the beginning of Playtech’s journey to developing three new games, which are surely going to be an extraordinary addition to the already impressive portfolio.

Late in 2020, the world’s leading gambling tech enterprise announced the launch of IMS solutions with Colombia’s online retailer Wplay, and also signed a licensing agreement with another global leader – IGT.

Both contracts represent a significant breakthrough for Playtech in terms of expansion into Latin America and North America, especially after acquiring a license in New Jersey.


“Playtech Live Signs Exclusive Deal for Who Wants To Be A Millionaire? Branded Live Games”,, February 26, 2021.

“Playtech continues to make breakthrough deals”

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