November 9th, 2016
Mecca Bingo, one of Europe's largest operators, has just got a little bit bigger thanks to a new partnership with IWG. After more than a decade in the iGaming industry, Mecca moved to expand its suite of instant play games at the end of October.
Through a deal brokered by its parent company, the Rank Group, Mecca will now be able to offer an exclusive selection of games provided by fellow industry veteran, IWG. With more than 15 years in the iGaming space, IWG has become one of the leading providers of instant win games. In fact, since the early noughties, IWG has produced more than 100 games, including Crossword Cash, Fast Buck Scratch and $100,000 Diamond.
Now, thanks to IWG's HTML5 technology, Mecca Bingo will be supplementing its traditional selection of numerical games with a host in instant win options. The move, according to the Rank Group's Director of Digital & Cross Channel Services Colin Cole-Johnson, is designed to offer a more engaging experience for players.
"This is an exciting new development for Mecca's players. Scratch cards have been around for years, but they haven’t really changed and IWG’s online instant win content is far more immersive," said Cole-Johnson.
Over the last five years, online bingo sites have evolved into complete gaming platforms. Instead of simply offering traditional bingo games re-imagined in a digital format, Mecca Bingo and its peers have forged partnerships in order to bring more games to more players.
Today, online bingo is fully integrated into the iGaming arena and Mecca's latest deal is a testament to the evolution of the industry. Indeed, as players continue to demand ever more access to instant action via their mobile devices, Mecca Bingo's decision to incorporate innovative instant win games is a clear bid to tap into this market.
According to IWG's own definition, instant win games allow players to ante-up, click and button and see the result in just a few seconds. Traditionally the term used to define online scratch games, instant win products are now starting to evolve into something wholly more entertaining. Instead of simply offering a 3x3 gaming board, IWG works in a range of styles.
From Flash and HTML5 to mobile optimised games and 3D options, the company has taken the traditional concept of online scratchcards and given them a new lease of life. Indeed, as well as delivering branded games such as Monopoly, IWG has a selection of big jackpot scratchcards with prizes topping $100,000.
Following its deal with IWG, Mecca will now be supplementing its online bingo options with the latest online scratch games with titles such as:
In addition to welcoming IWG's existing suite of gaming options, Mecca Bingo will be among the first operators to offer the company's latest instant win options. As Mecca is one of the first online bingo sites to partner with IWG (who have traditionally worked with lottery sites), there's a chance the two companies could collaborate to create an exclusive range of games in the future.
For now, however, IWG and Mecca will look to cement their positions in the virtual bingo industry with the latest instant win games. In fact, to help the latter promote its new products, former singer and Strictly Come Dancing star Louise Redknapp has been drafted in.
Announced at the end of September, Redknapp's deal with Mecca will see her feature in a new multi-million pound advertising campaign. Audiences will initially see Redknapp feature in a series of commercials backed by the tagline "We Know the Feeling", conceived and developed by creative agency Pablo. Focusing on the camaraderie of the online bingo community is very much in line with the iGaming's industry's current push to engage recreational players.
Indeed, between the signing of Redknapp, a new marketing campaign and its selection of instant win games, Mecca Bingo is positioning itself as the most entertaining and engaging platform in the industry – and it’s working. If you’re looking to try your hand at an instant play game or two, visit Mecca Bingo today!
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