The original deal only covered Rank’s flagship bingo brand, Mecca Bingo, but Playtech said the extension will also include “product enhancements” for that brand, as well as the expansion to Lucky Pants and Kitty Bingo.
“We are an entertainment-first brand, so it is imperative that we drive innovation and growth by always exceeding the expectations of our customers,” Rank chief marketing officer James Boord said. “As such, we are delighted to be continuing and extending our long working relationship with Playtech.
“We continue to build on our market leading position and sustained growth and Playtech has a track record like no other supplier, both as a technology provider and content developer, making them a clear choice as our exclusive long-term bingo provider.”
The agreement follows an extension of Rank’s casino services agreement with Playtech, and another agreement for Rank to launch Playtech’s poker platform.
“Rank is a much-valued Playtech partner and, following Rank’s launch of Playtech’s poker platform and content, this latest agreement represents a key milestone in our working relationship,” Angus Nisbet, director of digital bingo at Playtech said.
“With terms also recently agreed to continue delivering Casino services, we’re proud to be providing the technology and content behind all three of Rank’s core verticals, and look forward to continuing to build on our partnership over the next five years.
Nisbet added that a core part of the agreement was the creation of exclusive content for Rank’s brands in order to differentiate these brands from other players in the market.
“With bespoke content development at the heart of the agreement, we can continue bringing fresh, innovative content to Mecca Bingo players, as well as introducing new and classic content to a whole new audience through the Lucky Pants and Kitty Bingo brands,” he said.