UK market-leader Gala Leisure signs transformational multi-year Omni-channel deal with Playtech

Playtech announces it will become Gala Leisure’s exclusive platform and content provider for bingo and casino when it transitions to become Buzz Bingo. Also, they will deliver gaming, single wallet and real-time player engagement capabilities across all channels and devices for the new brand.


Playtech has agreed terms to become the exclusive bingo and casino platform and content provider for the UK’s market leader, Gala Leisure. The deal will see Playtech’s pioneering Omni-channel technology power Gala Leisure’s gaming offering as it transitions to its new brand, Buzz Bingo.

The transformational agreement paves the way for a unique Playtech ONE Omni-channel offering for Buzz Bingo customers. Players will soon be able to access even more cutting-edge bingo and gaming content using Playtech’s seamless, industry-leading, single account and single wallet experience, no matter what channel or device they choose to play on.

Operated using Playtech’s award-winning IMS player management system, which supports real-time player engagement and data driven CRM, the deal will also include access to all of Playtech’s best-performing bingo and slot games on its handheld Electronic Bingo Terminals (EBTs) in Buzz Bingo clubs. 

The full Playtech ONE Omni-channel solution is expected to be available across all channels in 2019, meaning Buzz Bingo customers will be able to use their single wallet not only for all online and in-venue play, but also to order food and drinks using one seamless wallet experience. 

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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, 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.”