BSkyB adds bingo to interactive gaming services

by Ed Kemp, Marketing 07-Aug-07, 11:00

LONDON - BSkyB is to extend its online and interactive TV gaming portfolio with the launch of Sky Bingo.

The broadcaster and media owner is searching for an agency to handle the launch campaign as well as development of the sub-brand. The winning agency will be tasked with communications including TV, online and direct marketing. It will also work with Sky to develop the product and its positioning.

The search is being handled by the AAR and will be overseen by Sky Bet managing director Richard Flint. Sky is aiming to launch Sky Bingo by the end of this year or early in 2008.

It will join existing services Sky Bet, Skypoker.com and interactive TV casino and entertainment channel Sky Vegas. The company has supported its Sky Bet brand with TV and press campaigns using the strapline 'It matters more when there's money on it'. Gamblers can place wagers on Sky Bet online, by phone, through interactive TV or via a mobile WAP site.

Sky extended its online offering earlier this month through a partnership with dating web-site DatingDirect.com. The co-branded Sky Dating site gives the broadcaster access to more than 5m DatingDirect.com members in the UK.