Endemol Games, a subsidiary of TV production company Endemol Shine UK, has renewed its brand licensing agreement with Playtech for the Deal or No Deal Bingo game.

The new three-year agreement gives Playtech the exclusive right to Deal or No Deal Bingo in the UK market. 

The Deal or No Deal brand has proved to be a popular piece of intellectual property for a number of gaming operators, with a social bingo variant launched by Plumbee alongside free-to-play and real-money slot versions developed by GSN Games and Blueprint Gaming.

Endemol Games is responsible for licensing and monetising Endemol Shine and third-party entertainment properties in the gaming sector, partnering with a range of major companies such as William Hill, Betfair, Ladbrokes and Paddy Power.

It manages a portfolio of games such as The Million Pound Drop, Big Brother and third party IP such as Austin Powers, the Ultimate Fighting Championship and Hulk Hogan’s Hulkamania.

“Playtech have done a fantastic job creating a market leading bingo product whilst distributing to many of the UKs top bingo brands,” Endemol Games managing director Owain Walbyoff commented.

“We are happy to extend our partnership and look forward to delivering new and updated Bingo games as part of our exclusive partnership.”

Playtech Bingo chief operating officer Dan Phillips said that Deal or No Deal Bingo is one of the solutions giant’s most popular branded bingo formats, and one which the company continues to “take to new heights.”

“We’re delighted to have renewed our licensing agreement with Endemol Games and have further big plans for the product in the months and years to come,” he said.