Littlewoods Bingo Marketing Boost

Published: Sunday, March 26, 2006 Online-Casinos.com

LITTLEWOODS BINGO MARKETING BOOST

Aspirational women the target

Look out for an upmarket bingo advertising campaign from the Littlewoods Bingo - St Minver partnership soon. Created and orchestrated by UK ad agency TBG, the campaign will target "aspirational women" through a "Bingo Chic" concept.

The campaign will launch across gaming and casino portal and networks, says Simon Mansell, managing director of TBG London: "The Littlewoodsbingo.com selling line is 'the name you can trust' and the fact that it is joining an established stable of online and offline brands under the Littlewoods gaming umbrella should give us a head start."

Gary Speakman, chief executive officer of Sportech PLC, owners of Littlewoods Gaming, said: "The aim is to be the leading online bingo business in the market. By leveraging the Littlewoods brand, we aim to broaden the company's reach into the market and establish LittlewoodsBingo.com as a leading UK bingo website."

Littlewoods Bingo launched in January this year and is a subsidiary of Littlewoods Gaming, itself owned by the UK public betting group Sportech plc. The branding respect and cross marketing opportunities through Littlewoods Gaming, which has over 1.7 million players, are significant and provide a wide portfolio of Littlewoods branded gaming and betting opportunities, including football pools, spot the ball, bingo, lucky numbers, lottery scratchcard games, fixed odds betting, casino and poker play.

Littlewoods Bingo is a white label site created and operated by Gary Shaw's Gibraltar-licensed St Minver group and powered by the Canadian Parlay Entertainment software. Other companies using St Minver's white label facilities include Virgin Gaming, Yahoo, Wanadoo, Sportingbet, zoo, Poker Heaven and recently the Russian based Rambler Media group.

The new website aims to tap into a bingo player base of considerable potential. Littlewoods expects the online bingo market to grow significantly over the next few years and the site includes strong community features.