Banijay Brands, the commercial arm of international content producer and distributor Banijay, today announces the extension of its long-term partnership with global leader in lottery entertainment, Atlanta-based Scientific Games. 

The renewal of the multi-territory lottery license for the Deal or No Deal brand, increases the number of territories for branded physical and online lottery products from 20 to 24. Recent key launch markets by Scientific Games under this partnership include France, the U.S., Canada and New Zealand. 

Lex Scott, Commercial Director, Banijay Brands says: “Banijay is home to some of the most recognisable brands on the planet, and we only work with the best partners to grow our IP beyond the screen. Scientific Games has long been a trusted collaborator for us, and the creative and innovative way it works with Deal or No Deal proves incredibly popular around the world.”

Kyle Rogers, Vice President of North American Instant Products, Scientific Games says: “Working with the iconic Deal or No Deal TV gameshow brand to create the global lottery industry’s first linked instant game in 2006, was just the beginning of Scientific Games’ successful journey with our Linked Games products. And now we look forward to a bright future for the brand in the lottery sector, particularly as retail and digital lottery channels  converge. Deal or No Deal is the perfect brand for that path.”   

Launched in 2002 in the Netherlands, the global game show phenomenon Deal or No Deal is an international success, commissioned in over 80 territories worldwide with more than 300 productions. The Deal or No Deal format is represented internationally by Banijay.