London-listed gaming solutions giant Playtech has been named the exclusive bingo and casino platform and content supplier for the UK's largest retail bingo operator, Gala Leisure.

The operator is to roll out the Playtech ONE omni-channel solution as it rebrands its Gala Bingo clubs as Buzz Bingo. This rebranding is to be followed by the launch of an iGaming site to complement its retail offering.

This will see the supplier's single account and single wallet solution launched for customers, supported by the IMS player management system. Playtech will also launch its best-performing bingo and slots on for Buzz Bingo's Electronic Bingo Terminals.

By 2019 the full omni-channel solution will be live, allowing Buzz Bingo customers to play online and in-venue from a single account, as well as using their accounts to order food and drinks.

"We are delighted to announce this new strategic partnership with the UK's market leader in bingo," Playtech chief operating officer Shimon Akad said.

"Through Playtech ONE we have proven the value our technology can bring to leading retail brands," he said. "Our data driven omni-channel technology allows operators to devise bespoke, intelligent marketing campaigns and seamless online and offline customer journeys.

"This means that, on average, an omni-channel player will spend twice as much as that of a single channel player. We are very excited to be partnering with Gala Leisure and its new Buzz Bingo brand."

Gala Leisure chief executive Chris Matthews said that the decision to launch the Buzz Bingo brand online came following high levels of customer demand.

"Our decision to partner with market leader Playtech is based on delivering an exciting, transformational proposition for our customers," he explained. "We look forward to working with Playtech in the future as a key partner."

Shares in Playtech plc (LSE:PTEC) were trading down 0.18 per cent at 773.80 pence per share in London Wednesday morning.