Through its MeccaBingo.com brand, Rank has been the official gaming partner of The X Factor since December 2011, enjoying exclusivity of The X Factor Bingo game for the last three years.

The latest extension includes provisions for additional desktop, mobile and tablet games which are due to launch in early 2014, with Mecca also gaining expanded advertising rights, allowing the operator to leverage the brand across a number of marketing channels.

Mecca Bingo’s director of digital operations Claire Osborne said: “We are delighted to be extending and enhancing our partnership with The X Factor. Our X Factor Bingo game has already been a resounding success with our players and we are looking forward to taking the partnership to the next level.

“With the show airing on ITV over the next few months, we are excited by the recently extended agreement and activation of the new elements will start to become prominent as the 2013 show progresses through the live shows and Live Final,” she added.

Mecca will remain the show’s official partner through 2014 and retain product rights into 2015. Alongside its exclusive bingo deal, Mecca also holds incremental rights for social marketing and TV advertising featuring the show’s branding.

This will allow Mecca to promote the partnership and branded products to its land-based customers through its official publication, the Mecca Mag, while the chance to win tickets to the show’s live final will also be publicised via online, mobile, in-venue and social channels.

FremantleMedia UK’s head of gaming Simon Murphy said his company enjoys “great working relationship with Mecca and [is] delighted [to be] in a position to both extend and broaden this partnership.”

“This arrangement is one of a small number that are truly multi-channel thanks to Mecca and its progressive approach to customer and brand engagement across multiple platforms,” Murphy explained.