That will enable Rank to commission and procure social mobile and Facebook games

Rank signs Enteraction social gaming deal

United Kingdom
Reading time 1:26 min
(UK).- The Rank Group, owner of Grosvenor Casinos, Mecca Bingo and Blue Square, has agreed a two-year deal with Enteraction that will see the social games developer provide its GameShaper+ gaming platform to the land-based and online gambling operator.

London-based Enteraction revealed that its GameSharper+ platform will enable Rank to commission and procure social mobile and Facebook games from a number of developers and centrally manage all user, marketing and product data.

“This is an exciting extension to our existing relationship with Rank,” said Andy Rogers, Managing Director for Enteraction. “It has made a confident move into branded social games in the UK and we are privileged to continue to work with it in both a product and platform capacity.”

“With this platform deal in place we are confident that we can now optimise revenues and leverage data to further positively impact Rank’s online and land-based businesses,” he added.

As part of the deal, Enteraction will be integrating the official X-Factor and Britain’s Got Talent social bingo products and working with Rank on the addition of the operator’s newest social title, an X-Factor role playing game.

“With the pace of change in this market we needed a platform that allowed for the quick deployment of multiple products with a single point of data management, which we see as critical to the success of this type of product,” said Lee O’Donovan, Head of Social and Mobile for Maidenhead-based Rank. “We have taken some positive steps into social gaming over 2012 and now take this learning into the delivery of future products across mobile and Facebook.”

Earlier this week,  Rank chief executive Ian Burke revealed that adverse weather conditions in the UK had affected its 2H profits. "Allowing for the slow start to the second half we remain confident in our prospects for the remainder of the year and in our longer-term growth strategy," he explained.

Profit before tax slipped to us$ 49.1 million in the six months to end-December for Rank, majority owned by Malaysian Guoco. Rank's main activities are in Britain where it runs 35 Grosvenor Casinos and more than 100 Mecca bingo clubs.

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