Most residents in Britain are aware of the hugely popular talent-search reality show known as X Factor. Headed by the harsh-tongued Simon Cowel, people come from all over the U.K to audition and be proclaimed the next big thing in music. Whether or not the winning contestant becomes the next big thing is neither here nor there for the show’s owners and creators.
The high viewing of the show each season ensures their success. As a brand, the X Factor is branching out into new territory that will increase its awareness and publicity. No, it’s not a line of dinnerware. Rather, if you’re a visitor of online casinos you’ll be seeing X Factor branding on slot machines, mini-games and bingo.
The two companies responsible for the deal are the UK’s Rank Group Plc and Fermantle Media, who handles the X Factor’s brand rights. Rank is a publicly traded company owning and operating Grosvenor Casinos, Mecca Bingo and Rank Interactive (online gaming and betting). This mega company signed a three-year contract that allows them the use of X Factor title graphics, theme music, logo and imagery. A cross-promotional deal has also gone through in which the X Factor will help to promote the games during their events.
Angus Nisbet, Director of Gaming for Rank Interactive had this to say: “As the current official gaming partner of Britain’s Got Talent, we are extremely pleased to be strengthening our relationship with FremantleMedia through this landmark deal for the Rank Group.
“The X Factor is one of the UK’s most successful TV brands and the association with the programme will enable our brands to promote to a new audience, as well as being able to increase our customer engagement with exclusive games and money-can’t-buy prizes, like when we gave away tickets to The X Factor’s live finals at Wembley.”
For many series to come X Factor fans will be able to get a healthy dose of the show’s brand while putting their livelihood, to win on a gamble, much like the contestants themselves.
