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Playboy selects Amaya for Online Gaming

LOS ANGELES & MONTREAL – December 13, 2012 – Amaya Gaming Group Inc. (“Amaya” or the “Corporation”) (TSXV: AYA), an entertainment solutions provider for the regulated gaming industry, is pleased to announce a global licensing agreement with Playboy Enterprises (“Playboy”) through which Amaya and Playboy will collaborate and develop online gaming initiatives in poker and lottery featuring the iconic Playboy brand in selected territories where permitted around the world. Detailed development and marketing initiatives are underway and initial roll-out is anticipated to begin in early 2013.

Founded in 1953 by Hugh Hefner, privately-held Playboy brings its design-driven lifestyle brand to a global consumer audience through licensing partnerships, media content and entertainment experiences. Today the brand boasts ninety seven percent brand awareness, over seven million Facebook fans, and 10 million unique visitors per month to its website www.playboy.com. The company is leveraging its growing presence digitally in areas including online gaming.

“The Playboy lifestyle is about indulging our passions, and we are focused on bringing content, products and experiences to consumers around the globe that define this lifestyle,” said Scott Flanders, CEO of Playboy Enterprises. “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.”

“This is a giant global brand for Amaya to partner with online,” commented David Baazov, CEO of Amaya Gaming Group. “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.”


ABOUT AMAYA
Founded in 2004, Amaya Gaming Group Inc. is a technology based gaming provider for the regulated gaming industry. An expansive global organization, present in North America, Latin America, Europe, and Asia, Amaya is an innovator in the gaming world.

Headquartered in Montreal, Canada, Amaya provides a host of services and solutions that range from: online and mobile casino games and platforms, traditional and mobile lotteries, hospitality in-room entertainment systems, management systems, content suites, advisory and management services, and integrity monitoring and auditing systems for the regulated gaming markets. For more information please visit www.amayagaming.com or www.amayaonline.com.


ABOUT PLAYBOY ENTERPRISES
Playboy is one of the most recognized and popular consumer brands in the world. Playboy Enterprises, Inc. is a media and lifestyle company that markets the brand through a wide range of media properties and licensing initiatives. The company publishes Playboy magazine in the United States and abroad and creates content for distribution via television networks, websites, mobile platforms and radio. Through licensing agreements, the Playboy brand appears on a wide range of consumer products in more than 150 countries as well as retail stores and entertainment venues. For more information, please visit www.playboyenterprises.com.