Online bingo operator, Mecca Bingo announced today that it has signed a deal with Fremantle Media Enterprises (FME), the brand extension arm of producers FremantleMedia, to be the official on-line gaming partner of Britain’s Got Talent.

As part of the three-year deal, Mecca Bingo will have exclusive rights to create a Britain’s Got Talent branded online bingo room the company will also have rights to use Britain’s Got Talent branding, including title graphics, theme music, logo and imagery in all marketing, communications and promotions on its website as well as in its Mecca Bingo clubs.

Commenting on the deal, Angus Nisbet, Director of Gaming for parent company Rank Interactive said, “We are very excited to be joining forces with one of the UK’s most successful TV brands, in the first deal of its type for Mecca Bingo. This deal will give us exposure to a new audience, including the opportunity to promote Mecca Bingo to Britain’s Got Talent fans. It will also enable us to enhance our offering to our existing customers. For example we will be able to give them the opportunity to win some fantastic prizes including trips to Britain’s Got Talent auditions and live shows.”

Dominic Burns, SVP Licensing UK for FME added, “We are delighted to be building this long term partnership between Mecca Bingo and Britain’s Got Talent. Last year’s series final was the most watched show on TV in 2009 and we are looking forward to building on that success in 2010 and beyond. These types of deals are crucial in extending the brand successfully beyond the TV screen.”

Britain’ Got Talent is the UK’s highest rated entertainment show of the last decade winning an audience of 18.3 million viewers for the finale of series three – this is nearly one third of the total UK population. Series three of Britain’s Got Talent was the UK’s highest rated series of 2009 wining an average audience of 13.3 million viewers and a share of 52.8%. Over the course of the series, 43 million people tuned into Britain’s Got Talent – this represents 76% of the total UK population. Series-on-series the average audience for Britain’s Got Talent rose by 30%. Thanks to Susan Boyle, Britain’s Got Talent also became an international phenomenon in 2009 with over 200 million internet views of her initial audition.


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