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Rank Group is to be official gaming partner of The X Factor in Britain under a three-year deal with FremantleMedia, which manages the rights to the show’s brand.
Its Mecca Bingo, Grosvenor Casinos and Bluesquare.com operations will exploit the X Factor connection through a branded online bingo game, slots and mini-games.
The deal allows Rank to use X Factor title graphics, theme music, logo and imagery in all its businesses, which will also be promoted at X Factor events.
Said Angus Nisbet, gaming director for Rank Interactive: “As the current official gaming partner of Britain’s Got Talent, we are extremely pleased to be strengthening our relationship with FremantleMedia through this landmark deal for the Rank Group.
“The X Factor is one of the UK’s most successful TV brands and the association with the programme will enable our brands to promote to a new audience, as well as being able to increase our customer engagement with exclusive games and money-can’t-buy prizes, including tickets to The X Factor’s live finals at Wembley.”
