In the UK, the Astra Group, which now includes Bell-Fruit Games, has secured an exclusive two-year agreement to use the Deal or No Deal licence across all of its analogue gaming products.
The agreement, which was signed with Endemol Games, also includes shared rights for use on digital gaming products. The contract extends Bell-Fruit’s association with the Deal or No Deal brand to eight years and, said Bell-Fruit managing director John Austin, “scotches any doubt” about the company’s commitment to analogue gaming.
“I am naturally delighted that our new owners have committed what is a substantial amount into the future of the manufacturing brands within the Astra Group,” he said. “They share an enthusiasm for gaming and have a vision for the development of the sector that is fantastic news for everyone who is associated with the company, including employees, suppliers and our customers.”
Since Bell-fruit produced its first Deal or No Deal game in 2006, 40,000 units have been sold into the market. This success, continued Austin, is down to the strength of the brand and the skills of the design team.
“The gaming industry is littered with examples of seemingly strong brands that have failed to transfer into the gaming space. It is the marriage between brand and game design which determines the success or failure of a game.
“Following the acquisition Bell-Fruit has a clear development strategy and this is just one very important example of how we will be investing in the future of UK gaming.”
