Mecca extends X Factor partnership deal
Extension includes provisions for new mobile and tablet games set to launch in early 2014
Rank Group’s bingo business Mecca will continue as the X Factor’s official gaming partner after extending its partnership with FremantleMedia UK and Syco Entertainment.
Under the terms of the agreement, Mecca will receive promotional and product rights relating to the TV show, including exclusive rights to market X Factor-themed bingo products as well as incremental rights for social marketing and TV advertising.
The new contract extends the current agreement through 2014 and into 2015 for product rights, with Mecca having been the show’s official gaming partner since 2010.
Included in the extension are provisions for additional desktop and mobile device games that are scheduled to launch in early 2014, with Mecca also set to run competitions awarding tickets to the X Factor live final.
“Our X Factor Bingo game has already been a resounding success with our players and we are looking forward to taking the partnership to the next level,” Claire Osborne, spokesperson at Mecca, said.
Rank Group CEO Ian Burke recently bemoaned a lack of growth in the UK online bingo market, claiming that the company needed to maintain its marketing spend just to preserve its current revenues.