Global agreement strengthens 18-year game show collaboration
Scientific Games has officially renewed its licensing agreement with Banijay, cementing one of the gaming industry’s most enduring brand partnerships. The renewed deal allows Scientific Games to continue producing and distributing game show-themed lottery titles, with the iconic “Deal or No Deal” remaining the focal point of the collaboration.
The extended licensing arrangement reinforces Scientific Games’ position as a leading developer of branded lottery and iGaming content, especially with universally recognised IPs that translate well into high-engagement digital and retail lottery experiences.
Deal or No Deal Remains the Cornerstone
At the heart of the agreement lies the “Deal or No Deal” brand, a globally popular television game show that has proven remarkably adaptable to the lottery format. Over the course of the 18-year partnership, more than 110 titles based on the franchise have been launched, underlining both the longevity and commercial appeal of the format.
While financial terms and duration of the renewed licence were not disclosed, industry expectations suggest a multi-year extension, consistent with the nature of the longstanding collaboration between the two companies.
Expanding Global Lottery Content
Commenting on the announcement, Tina Hoover, Vice President of Licensing at Scientific Games, said:
“We are thrilled to renew our licence with Banijay. Deal or No Deal is a universally recognised brand and a perfect fit for our popular licensed lottery games. Our creative teams are hard at work designing retail and digital play experiences that capture the excitement of this iconic TV gameshow.”
This move comes shortly after Scientific Games secured licensing approval in the UAE from the General Commercial Gaming Regulatory Authority (GCGRA), signaling the company’s intent to expand further into regulated global markets.
Additionally, Scientific Games recently extended its Enhanced Partnership Program with the Florida Lottery for another three years, highlighting the supplier’s focus on long-term strategic relationships.
Banijay’s Confidence in Continued Innovation
Mark Woollard, SVP of Gaming and Gambling at Banijay Rights, echoed the sentiment of confidence in the partnership:
“We look forward to working with Scientific Games to innovate more brand-immersive Deal or No Deal lottery experiences for players around the world.”
Final Thoughts
As competition in the global iLottery space intensifies, branded content remains a powerful differentiator. With Deal or No Deal continuing to deliver recognisability and engagement across diverse markets, this renewed partnership positions Scientific Games to maintain momentum in both digital and physical lottery formats. With more players seeking immersive, entertainment-driven lottery experiences, this licence renewal could unlock further global growth and innovation for both companies.
