Gambling software giant Playtech has announced that it has extended its agreement with The Rank Group to provide bingo services for the next five years. This deal is the latest ‘tier-1 gambling extension’ from Playtech following their decision to upgrade all iGaming provisions including poker and online casino.
Covering two new brands
This deal that was recently signed by Playtech will not only cover The Rank Group’s flagship brand Mecca Bingo but will also cover two new brands. Theses brands are Kitty Bingo and Lucky Pants Bingo which are subsidiaries of the brand.
Chief Marketing Officer at The Rank Group, James Boord said: “We are an entertainment-first brand, so it is imperative that we drive innovation and growth by always exceeding the expectations of our customers.”
Boord added: “We continue to build on our market leading position and sustained growth and Playtech has a track record like no other supplier, both as a technology provider and content developer, making them a clear choice as our exclusive long-term Bingo provider.”
Bespoke content development
The relationship between Playtech and The Rank Group is clearly one that works well. Not only are Playtech extending the bingo services but The Rank Group are also launching Playtech’s poker platform and extending casino services.
Angus Nisbet, Director of Digital Bingo at Playtech said on the relationship: “Rank is a much-valued Playtech partner and, following Rank’s launch of Playtech’s poker platform and content, this latest agreement represents a key milestone in our working relationship.”
Nisbet added: “With bespoke content development at the heart of the agreement, we can continue bringing fresh, innovative content to Mecca Bingo players, as well as introducing new and classic content to a whole new audience through the Lucky Pants and Kitty Bingo brands.”
Exclusive content is something that is often few and far between so this kind of bespoke deal is one that others will start to take note of. With Playtech on board for the next five years, The Rank Group and their brands have a lot to look forward to.
A bright future for bingo?
Over the past few years, there have been a lot of discussions over the future of bingo. Leading brands in the industry and affiliates have been focusing their efforts on casino and poker but is this the right move?
This latest deal between Playtech and The Rank Group proves that bingo still has a future in the industry. With fresh content being added to sites like Mecca Bingo, players of the game will be able to experience something new.
We expect other operators to take note of this deal and consider refreshing their bingo products in order to compete with some of the bigger names in the industry. As far as we can see, bingo isn’t yet something that we should be giving up on as an industry. Affiliates should also take note of this latest deal that promises a boost over the next five years.