FermantleMedia U.K. and Syco Entertainment extend deal with Mecca for X Factor

LONDON -- (PRESS RELEASE) -- FremantleMedia U.K. and Syco Entertainment today announces a partnership extension with leading gaming entertainment company Mecca for its activity on The X Factor. The deal sees Mecca granted continued promotional and product rights including exclusivity for bingo, as well as incremental rights for social marketing and TV advertising. The new agreement secures continued official partnership status through 2014 and into 2015 for product rights.

As official gaming partner to the hit U.K. show, Mecca Bingo has enjoyed exclusivity of The X Factor Bingo game for the last 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 of the many marketing initiatives will be to promote The X Factor partnership and exclusive Bingo game to Mecca’s retail audience via the Mecca Mag which is distributed throughout Mecca entertainment destinations across the U.K. Tickets to the Live Final will be promoted online, via mobile, in-venue and in social channels.

Simon Murphy, Head of Gaming FremantleMedia U.K., 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.”

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 progresses through the live shows and Live Final.”