Gaming giant 888.com has partnered with Endemol and Channel 5 to launch the latest online bingo site, BigBrotherBingo.com. The sites launch was planned to coincide with the latest series of the show, Celebrity Big Brother, available to view on Channel 5.

The interactive online bingo site offers registered users the chance of winning Big Brother themed prizes and props from the set as well as special features such as behind the scenes information and chances to obtain VIP passes to eviction nights. The site is also offering a community hub where players can discuss Big Brother and take part in polls about the Channel 5 programme.

A Channel 5 spokesperson added: "This deal with 888.com and Endemol enables Channel 5 to show how we can create strong partnership deals that offer incremental value to the advertiser."

Channel 4 axed the hit series after slumping viewing figures and Channel 5 scooped up the licensing deal in 2010. Coral has an agreement with the show, making it the official betting outlet for Big Brother.

888.com teamed up with Endemol last year to capitalise from television brands.