Littlewoods’ new advertising campaign for its online bingo product has one notable difference from those of its competitors. Developed by British advertising agency TBG, Littlewoods’ new campaign is specifically aimed at “aspirational women” and will soon be launched across gaming and casino portals worldwide.
Littlewoods Bingo is a subsidiary of Littlewoods Gaming, owned by British sports betting firm Sportech PLC. The site launched in January 2006 and has been marketed extensively through the Littlewoods Gaming network, which features over 1.7 million online casino players. The range of gaming products at the site include football pools, bingo, lucky number games, lottery and scratch card games, fixed odds betting, online poker and a wide variety of casino games.

The site was first created and operated by the St Minver group based in Gibraltar and is today powered by software developed by Canadian software firm Parlay Entertainment. Littlewoods’ new site aspires to attract a large bingo membership in anticipation of high levels of growth in bingo over the next few years.
Sportech’s chief executive officer, Gary Speakman says the main objective for Littlewood Gaming is to lead the way in the online bingo market. “By leveraging the Littlewoods brand, we aim to broaden the company's reach into the market and establish LittlewoodsBingo.com as a leading UK bingo website,” he says.
Managing director of TBG London, Simon Mansell, emphasizes that Littlewoodsbingo.com is ‘the name you can trust.’ “The fact that it is joining an established stable of online and offline brands under the Littlewoods gaming umbrella should give us a head start,” he says.

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