Channel 4 sponsorship opens up new audience for Gala Bingo

Channel 4 sponsorship opens up new audience for Gala Bingo

Wednesday, January 3, 2018 Posted by Luke Massey
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The bingo operator is the new sponsor of Afternoon Entertainment on 4

Gala Bingo has kicked off a new sponsorship deal for Afternoon Entertainment on Channel 4 and started a second year in partnership with ITV’s hit game show, The Chase.

Both of these deals will provide Gala Bingo’s players with unique, money can’t buy experiences, while the sponsorship air times will be carefully supplemented by full and active bingo schedules.

Karina Adrian, Senior Manager of Gala Brands, told “We always have a full and active schedule to support our sponsorship air times. We are the licensed gaming partner of The Chase, in addition to the sponsor of the show and as such have a variety of Chase themed products on site including a Chase Bingo room, a Chase Slot and Scratch card.

“We also have a unique Chase Quiz retention game which regular players earn access to on a daily basis. So, we are confident that we are providing a varied and engaging offering to traffic generated around sponsorship air times and indeed at all times of day as these products are available 24/7.”

On the new 2018 sponsorship, Adrian added: “Our new sponsorship of Afternoon Entertainment on 4 commenced on 1 January with initial creative content aired on Countdown.

“Additional shows will be included over time and we are really excited about the opportunity this presents for our brand. The creative is catchy and happy, reflective of the happy brand position. Sponsorship has performed really well for us thus far and we feel that Channel 4 opens up a new audience for us at an optimum viewing time.”

Bingo came to the forefront of prime-time TV last year through Gala Bingo’s sponsorship of The Chase and Tombola’s support for I’m a Celebrity… Get Me Out Of Here, which attracted an estimated 10.9 million UK viewers to mark its 19 November launch.

“I think this type of sponsorship (Tombola’s) is always useful,” said Adrian. “It puts gaming in the forefront of the viewer's mind and hopefully makes them visit their preferred gaming provider, in this instance us! I'm a Celeb provided peak viewing for the duration of the show, so we optimised our ‘always on’ strategy to take full advantage of this.”

Totally Gaming says: Gala Bingo will continue to support its successful sponsorship of The Chase in 2018 with a suite of products including a Chase Bingo room and Chase Slot, alongside Quiz Nights with the Chasers and behind the scenes trips to the set. It will be interesting to see if the company can achieve similar activation through Channel 4.

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