Dragonfish, the B2B division of 888, has signed a deal with MTV Networks UK & Ireland to provide a bingo product.
The launch of the bingo offering, which will initially be a skin on the Dragonfish network, will be MTV Networks’ first step into online gaming.
The new brand, Up Your Bingo, will receive exposure across the existing MTV and VIVA network, both through the television channels and online. The offering will go live this month to include instant liquidity, customised design, hosting capabilities, and a network management service.
Philip Bourchier O’Ferrall, senior vice president, Digital Media, MTV Networks International, UK & Ireland, said: “At a time when the market for online games and virtual worlds is continuing to grow, collaborations such as this one provide responsible and enjoyable gaming opportunities for our audience.”
Acting managing director of Dragonfish and 888 chief executive Gigi Levy, said: [W]e wish to form partnerships with market leaders from other business sectors seeking to monetise their assets. MTV Networks is an internationally renowned brand, and we are proud to launch their first entry into online gaming."
It follows Dragonfish’s extension of its deals with Costa Bingo and PartyGaming-owned Cashcade, the operator of Foxy Bingo.