MX Digital partners with Blues Brothers brand

lopers MX Digital have agreed a partnership with developers Blues Brothers Approved Ventures, granting them the ability to use The Blues Brothers brand in their catalogue.

The exclusive deal lets MX Digital use the names and likeness of Jake and Elwood Blues in their online gaming products and supplies them with promotional support from Elwood and actor Dan Aykroyd.

Ike McFadden, commercial director at MX Digital, said the success of the "globally iconic band" is certain to be mirrored by "massive success" with their brand in the online marketplace.

A further five branded games, featuring the likes of James Dean and Chuck Norris, will join the firm's already "highly successful" branded portfolio in 2014, which contains offerings starring the likes of Hulk Hogan and David Hasselhoff.

Ted Lands, CFO of MX Digital, said: "The company is now uniquely positioned to expand its offerings through innovative games with great partnerships.

"Adding a powerhouse brand like The Blues Brothers only further enhances our strategy, and adds to the success for our long-term funding partners."

Panacea Entertainment chairman and CEO Eric Gardner, who represents the Blues Brothers brand, said there are no better characters than these "rapscallions with hearts of gold" to be "emblazoned" on digital slots, and no better partners than "industry leaders MX Digital".

Emma Rumney