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Cyber betting firms Rank Group plc and Entraction have signed a two year licensing deal which will see Rank gaining the ability to use Entraction's GameShaper+ platform to release social products.
As part of the deal Entraction will work to import UK licensed social bingo games "Britain's Got Talent" and "X Factor" to Rank's social media platform as well as working on integrating the X Factor Role Playing Game, which has nothing to do with gambling or bingo.
Commenting on the deal Entraction Managing Director Andy Rogers said: “This is an exciting extension to our existing relationship with Rank. They have made a confident move into branded social games in the UK and we are privileged to continue to work with them in both a product and platform capacity. With this platform deal in place we are confident that we can now optimize revenue and leverage data to further positively impact Rank’s online and land-based businesses."
Rank's Head of Social and Mobile Lee O'Donovan added: "With the pace of change in this market we needed a platform that allowed for the quick deployment of multiple products with a single point of data management; which we see as critical to the success of this type of product. We have taken some positive steps into social gaming over 2012 and now take this learning into the delivery of future products across mobile and Facebook."