Mecca extends The X Factor rights partnership

FremantleMedia UK and Syco Entertainment have extended their partnership with Mecca for the promotional and product rights of The X Factor brand through 2014 and into 2015.

In its capacity as official gaming partner to the hit UK show, Mecca has enjoyed exclusivity of the X Factor Bingo game for the past three years.

This latest extension includes provisions for additional desktop and mobile/tablet games that are already in development with launch targeted for early 2014.

It also provides Mecca with TV advertising rights and the promotional rights to leverage The X Factor official partnership status across various marketing disciplines.

One such initiative will see the promotion of the X Factor and exclusive Bingo game via the Mecca Mag which is distributed throughout Mecca’s UK retail outlets. Tickets to the Live Final will be promoted online, via mobile, in-venue and in social channels.

Simon Murphy, Head of Gaming FremantleMedia UK, commented, “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.”

Mecca spokesperson Claire Osborne said, “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.”

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