Buzzed Up! Playtech secures Gala Leisure omni-channel lead systems agreement

Shimon Akad

FTSE industry technology group Playtech Plc has confirmed that it will act as lead omni-channel systems provider for Gala Leisure, as the UK bingo operator transitions to its new identity as Buzz Bingo.

Updating the market, Playtech will become the lead bingo and casino platform provider for Gala Leisure, servicing the retail and land-based provisions of Buzz Bingo future enterprise.

The FTSE technology group has begun the initial rollout of its Playtech ONE Omni-Channel systems across Buzz Bingo properties, bridging Gala Leisure consumer engagement between land-based and digital verticals.

Shimon Akad, COO, Playtech, said: “We are delighted to announce this new strategic partnership with the UK’s market leader in bingo”.

“Through Playtech ONE we have proven the value our technology can bring to leading retail brands. Our data-driven Omni-channel technology allows operators to devise bespoke, intelligent marketing campaigns and seamless online and offline customer journeys. This means that, on average, an Omni-channel player will spend twice as much as that of a single channel player. We are very excited to be partnering with Gala Leisure and its new Buzz Bingo brand.”

Chris Matthews – Gala Leisure

This June, Gala Leisure governance announced that the company would undertake a £40 million overhaul across its +120 UK bingo estates, as the firm prepares to relaunch its consumer proposition as Buzz Bingo.

Playtech development details that Gala Leisure will be serviced by a best-in-class omni-channel system, allowing for live customer engagement, optimised CRM functions and a seamless single-wallet experience across Buzz Bingo digital and in-venue play.

Backing Playtech as the lead technology provider, Chris Matthews, CEO, Gala Leisure, said: “We have exciting plans for the future under our new name, Buzz Bingo. As the market leader in the UK for retail, our customers have been asking us to allow them to play online as well. Our decision to partner with market leader Playtech is based on delivering an exciting, transformational proposition for our customers. We look forward to working with Playtech in the future as a key partner.”

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