In a surprise move, online gambling software and games developer Playtech plc has signed a licensing agreement with Marvel Entertainment Inc. allowing it to include Marvel film properties such as The Incredible Hulk and the Fantastic Four in its branded games inventory.
The achievement means significant competition for fellow software developer Cryptologic, which signed an agreement to use the same Marvel characters in its games last year.
The exclusive multi-year licensing agreement with Marvel Characters B.V., a wholly owned subsidiary of Marvel Entertainment, Inc., allows Playtech to use Marvel's motion picture brands, giving it the right to use iconic Marvel film brand legends such as "The Incredible Hulk", "Fantastic Four", "X-Men", "Iron Man" and "Blade", amongst others.
Playtech will be able to use these brands across all of its gaming products including casino, poker, bingo and on all of its platforms, online, mobile and T.V. platforms, as well as on server-based gaming terminals, via the Playtech subsidiary, Videobet.
Mor Weizer, Chief Executive Officer of Playtech, commented: "This agreement is a major stepping stone for Playtech, as it will greatly extend the commercial appeal and cross-selling opportunities of our products. Branded slots are a good way of diversifying our product and attracting new players.
"Our customers can now enjoy games with Playtech's market leading software featuring up-to-date Marvel film characters, which have a truly mass market appeal. The proven strength of these brands will allow our licensees to gain market share using the strength of our product. We look forward to working with such a globally renowned and respected company as Marvel to provide an exciting gaming experience for our customers and their players."