Gibraltar-licensed online gaming operator 32Red has signed a three-year deal with UK broadcaster ITV to launch an exclusive new online slot game based on popular reality TV show I'm a Celebrity... Get Me Out Of Here!
32Red signed the agreement with ITV’s Brand Extensions division, which was established to help the broadcaster monetise its most popular programmes.
32Red’s chief executive Ed Ware said his company was “working closely with ITV on a number of initiatives,” adding he was “very excited” about launching the new online slot, which has been developed by Microgaming and is expected to go live on 32Red.com on Thursday, ahead of the show’s return to UK TV screens later this month.
“Obviously the programme is extremely well known and the character of the show converts well into the exclusive slot game we are launching later this week,” Ware explained. “It's another landmark alliance for 32Red and part of our plan to invest in the brand and make positive but relevant associations with highly credible partners.”
I’m a Celebrity … Get me out of here! is a reality TV show in which eight to twelve celebrities live together in a jungle environment for a few weeks without any luxuries, with the winner crowned king or queen of the jungle. The first episode aired in the UK in 2002 with the thirteenth series of the show set to begin later this month.
The new slot game uses iconography from the TV show, as well as the theme tune and other features. Aside from the regular game play, players have the chance to win up to 50 free spins when 3, 4 or 5 scatters appear on screen, triggering a Bushtucker Trial style choice of creepy insects to decide on the free spins multiplier.
32Red’s head of marketing Mark Quayle asaid that the company was “confident that the association with such a strong brand will prove to be a huge success for us.”
“The slot game will be available for casino, poker and bingo players at 32Red to ensure all of our players can sample the thrills of the jungle,” he said.
The partnership marks ITV’s latest online gaming partnership, with the company already working with operator NetPlay TV on the casino site Jackpot247 which features both companies’ branding, and ITV Bingo, managed by Foxy Bingo operator Cashcade and using software provided by 888’s B2B arm Dragonfish.
William van Rest, ITV's director of commerce and ventures, said: “ITV is pleased to be working with 32Red on this fantastic brand extension for I'm a Celebrity.. Get Me Out Of Here! The slot design brings the jungle and its creepy creatures alive with a great new game for 32Red players. We are sure it will be a very popular addition to the 32Red offer.”
It is the first instance of 32Red launching new content with one of its partners, with the majority of its previous deals involving advertising opportunities. The operator sponsors a number of horse racing events, and is an active football sponsor currently working with Italian club Bologna FC. It also sponsors the Late Night Film on UK TV channel Film4.