Gala Leisure completes £40m rebrand to Buzz Bingo targeting new audiences

Legacy UK bingo operator Gala Leisure has announced that it has completed its full £40 million makeover to ‘Buzz Bingo’.

Gala Leisure, the former bingo subsidiary of Gala Coral, which was sold to private equity firm Caledonia Investments in December 2015 for £240 million, will now operate its 103 UK clubs under the Buzz Bingo domain.

Furthermore, this week sees the UK bingo operator launch its new online bingo portal Buzzbingo.com powered by Playtech Plc, with the FTSE250 technology group acting as lead omni-channel systems provider.

gLaunching its new identity, Buzz Bingo has unveiled its first UK-wide advertising campaign ‘Buzz Bingo Has Arrived’ developed by creative agency Isobel London.

The campaign which will run across TV, digital and social media formats until the end of the year, seeks to introduce Buzz Bingo as the UK’s new pioneer bingo brand targeting new audiences.

The makeover of Gala Leisure has been spearheaded by CEO Chris Matthews, who joined the enterprise in September 2017, from UK sports retailer Go Outdoors.

Rebranding as Buzz Bingo, Matthews details that 2019 will be a critical year for the operator, as it plans it recapture its position as the leading multi-vertical bingo operator for the UK.

Supporting its new corporate vision, last June Gala Leisure announced the reappointment of former founder John Kelly as new Non-Executive Chairman.

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