A partnership for hit drama Peaky Blinders has been announced by Endemol Shine Group subsidiary Endemol Shine Gaming in conjunction with content provider Pragmatic Play.
The first product featuring characters from the hit series is expected to launch in May 2020, with the five-year deal, which excludes both the US and UK, granting Pragmatic Play the rights to the Peaky Blinders online slot, live casino, instant win scratch cards and virtual sports.
Melissa Summerfield, chief commercial officer at Pragmatic Play, stated: “Bringing forward a title like Peaky Blinders will definitely appeal to our customers and beyond, considering the tremendous success that the series gained since its launch.
“Peaky Blindersbranded products will be yet another successful addition to our ever-expanding portfolio, and we trust that it will live up to the expectations.”
So far, five series of the show have been aired, with the series having won multiple awards including the 2018 BAFTA for Best Drama Series and Best Drama at the 2019 National Television Awards.
The award-winning BBC One and Netflix series, is produced by both Endemol Shine Group’s Tiger Aspect Productions and official brand owner Caryn Mandabach Productions.
Anil Mistry, director of games and gambling at Endemol Shine Group, added: “It’s great to work with Pragmatic Play to create brand new games with the Peaky Blinders IP. It’s one of our most iconic and promising brands and we are excited by the potential of this partnership.”
As well as Peaky Blinders, Endemol Shine Group control rights to some of the most high-profile and creative IP in the world including Black Mirror and animated hits such as Simon’s Cat and Mr Bean. Moreover, the group also controls the rights to popular global formats such as MasterChef, Hunted, Pointless, Tenable and Wipeout.
Endemol also represents a range of global ancillary rights for Peaky Blinders which is distributed by Endemol Shine International across more than 180 countries.