he X Factor, a Syco format, is one of the most-watched entertainment programmes in the UK, where it is co-produced by FremantleMedia’s UK production arm, talkbackTHAMES. This latest initiative was kicked off by Ladbrokes in November when they launched the game in over two thousand Licensed Betting Offices.
The firm said that early indicators show very encouraging results from the game launch, which benefits from the distinctive The X Factor branding. More recently, the game has gone live across Paddy Power’s UK network and within the Mecca Bingo estate.
Already an established industry leader for brand licensing, FremantleMedia has a proven success in distributing games in both the online and land-based gambling space. This initial activity using The X Factor brand will enable the company to test response in a variety of venues including Licensed Betting Offices, Bingo Clubs and Adult Gaming Centres, creating a platform for other land-based initiatives in 2011.
The X Factor is one of the most-watched entertainment programmes in the UK. Airing on ITV, the UK’s largest commercial broadcaster, The X Factor was created by Simon Cowell and is owned and produced by Syco TV (a joint venture between Simon Cowell and Sony Music Entertainment) and talkbackTHAMES (a FremantleMedia company).