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British gambling company Rank plc has signed a three year sponsorship agreement with Freemantle Media Enterprises and Syco that will see it become the official gaming partner of the television show X Factor.
As part of the deal, Rank Group will have the ability to create bingo, slot and mini games that can be played at Mecca Bingo, Grosvenor Casinos and Blue Square. Rank will also have the ability to utilize X Factor branding including: graphics, logos and imagery, communications, and promotions. Those branding assets can be distributed among Rank's retail businesses, websites, mobile products and social media networks. Rank will additionally be offered promotional opportunities at X Factor events.
Rank Interactive Gaming Director Angus Nisbet commented on the deal saying, “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.”
EMEA For FME Head of Gambling Simon Murphy also commented saying, “Through our partnership with Rank Group we look forward to further extending The X Factor brand successfully beyond the TV screen.”