The collaboration is already underway in terms of development and marketing, the companies say, and the first product will be rolled out in early 2013.
Gaming is An "Ideal Fit"
“The Playboy lifestyle is about indulging our passions,” said Scott Flanders, CEO of Playboy Enterprises, “and we are focused on bringing content, products and experiences to consumers around the globe that define this lifestyle.
“Gaming is an ideal fit with our strategy and we’re delighted to partner with Amaya on this project, combining a leading global brand with a strong technology partner to offer what we believe will be exciting online gaming experiences.”
David Baazov, CEO of Amaya, echoed that sentiment.
“We are extremely pleased that Playboy has chosen Amaya to help with their online strategy for both poker and lottery.
“With its tremendous online audience and boasting one of the highest unaided global awareness and social media user engagements of any brand, we’re confident that our collaboration with Playboy will be a recipe for success and look forward to guiding them in their online endeavors.”
The initial rollout, the companies say, will only target “selected territories where permitted around the world.”
Playboy previously offered online poker from 2007-2009 via the Cryptologic network, which Amaya has now absorbed.
Among its other previous poker offerings was the five-day Playboy Poker Camp, featuring instruction from Chris Moneymaker, David Williams, Antonio Esfandiari, Phil Laak and Layne Flack.
Due to the constraints of the UIGEA, Playboy closed down its online gaming operations in 2009.