FremantleMedia UK and Syco Entertainment have extended their partnership with Mecca for its activity on The X Factor.
The deal will see Mecca granted continued promotional and product rights including exclusivity for bingo, as well as incremental rights for social marketing and TV advertising.
The extension also includes provisions for additional desktop, mobile and tablet games that are already in development.
Simon Murphy, head of gaming at FremantleMedia UK, said: “We enjoy a great working relationship with Mecca and we are delighted that we are now in a position to both extend and broaden this partnership.
“This arrangement is one of a small number that are truly multi-channel thanks to Mecca and its progressive approach to customer and brand engagement across multiple platforms.
One of the marketing initiatives will be to promote The X Factor partnership and exclusive Bingo game to Mecca’s retail audience via the Mecca Mag.
Speaking on behalf of Mecca, Claire Osborne said: “We are delighted to be extending and enhancing our partnership with The X Factor.
“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.
“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.”
