32Red in I'm a Celebrity slots deal
Online casino seals deal with ITV Brand Extension for slot game based on high-profile show
Gibraltar-licensed casino 32Red has signed a three-year partnership deal with ITV which will see one of the broadcaster’s biggest brands feature as a slot machine game exclusively at 32Red.com.
Developed by long-term supply partner Microgaming, the I’m a Celebrity”¦ Get Me Out Of Here! (IACGMOH) slot will be released on 7 November as the TV show, which attracts an audience of around 10m viewers, returns for its 13th series.
The slot will feature the IACGMOH iconography and theme tune whilst offering players the chance to win up to 50 free spins via a ‘bushtucker trial’ free spins multiplier and will be available for casino, poker and bingo.
The operator will also run television adverts during the ad breaks of the show while using a new creative featuring the IACGMOH slot machine away from ad breaks during the show.
“We are very excited to release the I’m A Celebrity”¦ Get Me Out Of Here! slot, it’s an entertainment show that everyone knows and we are confident that the association with such a strong brand will prove to be a huge success for us,” Mark Quayle, 32Red head of marketing, said.
“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,” William van Rest, ITV’s director of commerce and ventures commented.
The news comes after Matthew Booth is set to return to 32Red this month after a five-year absence to take up the newly-created position of commercial director.
Booth left his role as head of marketing at the operator in January 2008 to join Betfair, where he has held roles including head of marketing and commercial, UK commercial director and global head of brand.