UK ad agency TBG has created and produced a new ad campaign for online bingo company, Littlewoods Bingo, that is targeting “aspirational women”. The new campaign is based on a “Bingo Chic” concept.

Simon Mansell, managing director of TBG London, said that the campaign will span gaming and casino portals and networks: “The Littlewoodsbingo.com selling line is ‘the name you can trust’ and the fact that it is joining an established stable of online and offline brands under the Littlewoods gaming umbrella should give us a head start.”

Gary Speakman, the chief executive officer of Sportech PLC, which owns Littlewoods Bingo, commented: ““The aim is to be the leading online bingo business in the market. By leveraging the Littlewoods brand, we aim to broaden the company's reach into the market and establish LittlewoodsBingo.com as a leading UK bingo website.”

Littlewoods Bingo, a subsidiary of Littlewoods Gaming, launched in January of 2006. It is a white label site created and operated by Gary Shaw’s Gibraltar-licensed St. Minver Group and is powered by the Canadian Parlay Entertainment software. Littlewoods gaming is owned by betting group Sportech plc of the United Kingdom. Littlewoods Gaming has over 1.7 million players and it is expected that the cross marketing opportunities the company will offer are significant. Equally significant is the wide portfolio of Littlewoods’ branded gaming and betting opportunities. In addition to bingo, these include casino and poker play, fixed odds betting, football pools, lottery scratchcard games, and spot the ball.

Other companies that use St Minver's white label facilities include Poker Heaven, Sportingbet, Virgin Gaming, Wanadoo, Yahoo, Zoo, and more recently Rambler Media group, which is a Russian-based operation.
The Littlewoods Bingo website expects that its target audience represents a player base of notable potential and is assuming that the bingo market will expand significantly in the next couple of years. Their site includes strong community features.

Posted on: April 4, 2006

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