Gala Bingo partners with UK soap Coronation Street
UK bingo brand extends partnership with ITV following deal with Ant and Dec's Saturday Night Takeaway
Gala Bingo has lined up an exclusive partnership with iconic British soap Coronation Street, extending the brand’s partnership with broadcaster ITV.
The partnership will see Gala Bingo release Coronation Street-themed bingo and slots products on 3 December, with additional releases to follow next year.
The games will be available across multiple platforms via the Gala Bingo App and are to be promoted through an advertising campaign featuring actors from the show.
Further advertising initiatives include a social media drive which will comprise a Facebook app in which players can upload pictures of themselves dressed as Coronation Street characters in order to win merchandise and cash prizes.
Gala Bingo said it hopes the deal will see it attract some of the soap’s regular 10 million viewers.
“Coronation Street Bingo has been designed to be a truly immersive experience that allows the player to feel part of the nation’s most popular show enjoying the game and chatting with Corrie fans from around the country,” Alison Digges, director of Galabingo.com, said.
The partnership follows a similar deal Gala Bingo entered earlier on in the year with ITV’s Saturday night entertainment show Ant and Dec’s Saturday Night Takeaway.
A recent study by Ofcom revealed that gambling advertisements on British television have increased six-fold over a five year period, largely driven by bingo adverts which accounted for 38% of all gambling TV spots in 2012.
The study was compounded by an additional report from data company Nielsen which revealed that TV advertising spend by bingo operators had doubled over the course of the last three years and is on course to surpass £50m this year.