The Rank group which is the parent company behind Mecca Bingo, Blue Square and Grosvenor Casino has agreed a three year sponsorship deal with Fremantle Media Enterprises (FME), in association with Syco to be the official gaming partner of The X Factor television show.

The deal will give Rank exclusive rights to develop an exclusive X Factor branded online bingo game, as well as slots and mini games around the X Factor brand. In addition to branding graphics, theme music and use of the logo in all marketing promotions and communications, Rank will also have promotional opportunities at The X Factor events.

Angus Nisbet the gaming director for Rank Interactive commented: “As the current official gaming partner of Britain's Got Talent, we are extremely pleased to be strengthening our relationship with FME through this landmark deal for the Rank Group.

“The X Factor is one of the UK's most successful TV brands and the association with the programme, will enable our brands to promote to a new audience, as well as being able to increase our customer engagement with exclusive games and money can't buy prizes, including tickets to The X Factor live Finals at Wembley.”

Head of gambling at EMEA, Simon Murphy, added: “ Through our partnership with Rank Group we look forward to further extending The X Factor brand successfully beyond the TV screen.”

The X Factor is owned and co-produced by Syco TV (a joint venture between Simon Cowell and Sony Music Entertainment) and talkbackTHAMES (a FremantleMedia company).