Insight - Why Gala Bingo is on The Chase for customers

Insight - Why Gala Bingo is on The Chase for customers

Tuesday, January 24, 2017
Brand director Angus Nisbet reveals thinking behind the sponsorship deal

This year has seen Gala Bingo increase its exposure on ITV by signing up as the year long sponsor of quiz show The Chase, supplementing existing gaming partner deals with  Coronation Street and Emmerdale. Angus Nisbet, brand director at GalaBingo.com, spoke to TotallyGaming.com about how the partnership came about.

Totally Gaming: What can you tell us about the new deal?

Angus Nisbet: We are very excited to announce our sponsorship of The Chase. We are big fans of the show, and we know our customers are too. This special relationship with ITV will see GalaBingo.com customers gain access to behind the scene tours and unique experiences – we can’t wait to reveal more onsite. This latest sponsorship agreement really does help to cement GalaBingo.com as a digital destination for all-round entertainment.

TG: What makes The Chase such a good fit for GalaBingo?

AN: We know that The Chase is a show which resonates with our player base having launched The Chase Partnership in the latter part of last year. Equally through research of our playerbase, we know most fans of the show watch it every few days and this clearly opens up a whole new channel of recruitment whilst creating significant brand awareness. Based on the success of our previous ITV partnerships and sponsorship The Chase sponsorship seemed an obvious and exciting progression for GalaBingo.com.  

TG: Is offering a money can't buy experiences a bigger draw than some large jackpots?

AN: Our players love money can't buy experiences and the whole touching fame experience. Great jackpots are also a USP of the brand and should not be forgotten, but we feel the combination of great experience and significant jackpots really create that perfect storm from a marketing perspective. Players love the unique prizes on offer at GalaBingo.com and the great combination between jackpots and celeb experiences ensure that we are a one stop entertainment experience that appeal to all players whatever their prize preferences.

TG: What does a show sponsorship bring to the table that regular TV advertising lacks?

AN: GalaBingo.com sponsor two ITV daytime shows, Ellen on ITV 2 in the afternoon and The Chase on ITV 1 early evening, capturing prime audience spots and optimum audiences spots. Over the past few years traditional media effectiveness has diminished while price has increased. With sponsorship of The Chase we are hitting the audience in a place they choose to be which is not true of advertising necessarily and increasing equity via association with prestige property.    

TG: Does this deal represent the extent of your TV marketing budget?

AN: It certainly forms a significant part of it but we are a constant presence on DR and Peak TV and will continue to be so for the coming year.

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Insight - Why Gala Bingo is on The Chase for customers

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