London listed real-money and social gaming operator Gaming Realms has signed a partnership with Express Newspapers, publisher of popular UK tabloids the Daily Express and Daily Star.
Through the three-year partnership, Gaming Realms will launch two new online gaming websites under the Star Wins and Express Wins brands.
Each site will be built by the operator’s real-money gaming division Bear Group, which will also be responsible for the ongoing management of each. Express Newspapers, meanwhile, will market the site to customers across its media platform.
“It’s fantastic for the group to sign a partnership deal with one of the UK’s major newspaper businesses,” Gaming Realms chief executive Patrick Southon said. “If successful the partnership is expected to unlock a valuable source of revenue as well as potential further opportunities for collaboration.”
The deal is the latest instance of an iGaming operator partnering a real-money gaming operator in an attempt to leverage its audience.
This has seen News UK’s tabloid The Sun partner Nektan for the Sun Play gaming site, while the paper has also partnered Tabcorp for a revamped Sun Bets sportsbook product. Daily Mirror publisher Trinity Mirror, meanwhile, has launched a bingo offering powered by Playtech.