Playboy to Return to Online Gambling

Playboy Enterprises will turn 60 next year, but the brand continues to innovate and expand its interests, as shown by its announcement last week that it will re-enter the online gambling industry.

Playboy, Amaya deal

Playboy Enterprises and Amaya Gaming Group, an entertainment solutions provider for the regulated gaming industry, announced a global licensing agreement which will see them collaborate and develop online gaming initiatives in poker and lottery featuring the iconic Playboy brand.

Roll-out is anticipated to begin in early 2013. And while further details were not revealed, Playboy's online gambling venture will benefit from the brand's global awareness. Playboy is stronger than ever today, with over 7 million Facebook fans and 10 million unique visitors per month to its website.

Playboy good fit for online gambling

Playboy is quite clearly a good fit for online gambling. It is best known for producing a men's magazine that features photos of nude women as well as quality journalism and fiction. But over the years Hugh Hefner's firm has developed into a brand with a multitude of interests.

As CEO Scott Flanders said, the Playboy lifestyle is about indulging our passions, and so gaming is an ideal fit with that strategy. Casino-goers are very conscious of the design-driven lifestyle promoted by Playboy, and will no doubt be interested in the final product.