Land-based an online gaming operator Mecca has opted to extend its deal with FremantleMedia UK and Syco Entertainment in order to continue its activity around UK television programme The X Factor through 2014 and into 2015.
Under the extended partnership, Mecca has been granted continued promotional and product rights including exclusivity for bingo, as well as incremental rights for social marketing and television advertising.
Mecca will also retain its role as official gaming partner to the show, a title under which it has been able to exclusively offer The X Factor Bingo game for the last three years.
The new also deal includes provisions for additional desktop and mobile/tablet games that are due to be launched in early 2014, in addition to television advertising and promotional rights to leverage the partnership across Mecca’s various marketing disciplines.
Mecca also plans to promote tickets to the show’s Live Final via its online, mobile, in-venue and social media channels.
The X Factor is currently in its 10th series and is being aired by UK commercial broadcaster ITV.
“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,” Mecca’s Claire Osborne said.
“With the show airing on ITV over the next few months, we are excited by the recently extended agreement and activation of the new elements will start to become prominent as the 2013 show progresses through the live shows and Live Final.”