888.com rolls out Big Brother Bingo

BigBrotherBingo.com will offer a range of games including 90 ball, five-line and penny bingo with guaranteed jackpots every day as well as 'Big Brother' prizes such as behind-the-scenes tours and VIP passes to eviction nights.

The new site will be promoted through a TV ad campaign, created by Hero Media, on the Channel 5 network.

The site will conduct regular polls on the housemates and its forums will allow 'Big Brother Bingo' players to post comments and pose questions for other players as well as discuss the latest news and gossip from the house.

The deal was negotiated between 888.com, Channel 5, Endemol and AdConnection.

Maurice Karpes, vice president of bingo marketing at 888 Holdings, said: "The opportunity to offer the 'Big Brother' brand to our online bingo fans is a perfect match. We are building an offering that truly takes online entertainment to the next level."

The licensing deal is one of the many commercial tie-ups Channel 5 has signed around the show since it first came to the channel last year and further partners are expected to be announced in due course.

Agostino di Falco, partnerships director at Channel 5, said: "This deal with 888.com and Endemol enables Channel 5 to show how we can create strong partnership deals that offer incremental value to the advertiser."

The headline sponsor of 'Big Brother' is BT-owned broadband provider Plusnet and last week Channel 5 announced it had signed bookies Coral as its official live betting partner.

Follow Maisie McCabe on Twitter @MaisieMcCabe

This article was first published on mediaweek.co.uk