Leading gaming-based entertainment company, Rank Group announced today that it has signed a three-year deal with FremantleMedia Enterprises (FME), in association with Syco, to be the official gaming partner of The X Factor.
As part of the deal, Rank Group‘s brands comprising of Mecca Bingo, Grosvenor Casinos and sports betting website, Bluesquare.com, will have the rights to create an exclusive X Factor branded online bingo game, as well as a series of slots and mini games.
The company will have the rights to use The X Factor branding, including title graphics, theme music, logo and imagery in all marketing, communications and promotions across its retail businesses, websites, mobile products and social media channels. Rank Group will also be given promotional opportunities at The X Factor events.
Commenting on the deal, Angus Nisbet, Gaming Director for Rank Interactive, the online division of Rank Group, said: “As the current official gaming partner of Britain’s Got Talent, we are extremely pleased to be strengthening our relationship with FME 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 live Finals at Wembley.”
Simon Murphy, Head of Gambling EMEA for FME added, “Through our partnership with Rank Group we look forward to further extending The X Factor brand successfully beyond the TV screen. Rank Group are held in high regard across the gambling industry and we are delighted to be expanding our relationship with them through The X Factor deal.”
The X Factor is one of the most-watched entertainment programmes in the UK. Airing on ITV, the UK’s largest commercial broadcaster, The X Factor was created by Simon Cowell and is owned and co-produced by Syco TV (a joint venture between Simon Cowell and Sony Music Entertainment) and talkbackTHAMES (a FremantleMedia company). The official X Factor website, www.itv.com/xfactor, is produced by talkbackTHAMES digital with ITV and is the online home for The X Factor 2011. TalkTalk is the broadcast sponsor of The X Factor and lead sponsor of the live finals at Wembley Arena.