Bingo Celebrity Endorsements Ins & Outs
Posted by Jason Dale
This month has seen the arrival of two new celebrity endorsements for bingo sites - and now we have news of a departure. Earlier in May, former Brookside actress and Loose Women presenter Claire Sweeney took up the baton to boost the launch of the new Daily Express Games website.
However, her arrival on the scene has been eclipsed by Vinnie Jones who has been brought in to do a similar role over at The Express' sister site - Daily Star Games. Neither have been involved in promoting bingo or gaming before - but they now join the likes of Peter Andre, Barbara Windsor, Sharon Osbourne, Vic Reeves, Kerry Katona and Katie Price as celeb endorsers.
Out of all those mentioned, only Barbara Windsor as The Queen of Bingo over at Jackpotjoy has managed to reign for any length of time. Katona is also the only one - we believe - to pop up on two sites having lent her "name" to Bingos and to Bingo Giving. However, in both cases - and in the cases of her fellow celebs - all the endorsements tend to be short lived, perhaps a year at the most.
Jones and Sweeney may therefore not be around on their respective sites for much longer although they may be hoping to outlast The Dream Idols. This male glamour group were a surprise addition to Wink Bingo in March 2013, but just two months on and the dream is over. Their endorsement agreement has come to an end and so they'll be no more semi-clad men adorning the homepage - at least for the time being. We're not sad to see the end of this relationship and we'd love to see a new approach from Wink rather than the saucy road that they were taking!
Mind you, it'd be interesting to know whether the appearance of the idols, Claire Sweeney and Vinnie Jones on their selected bingo sites made (or make) an impact. Are players swayed by celeb endorsement or do they see through it? The Queen of Bingo option works for Jackpotjoy because Barbara Windsor acts a role. Perhaps that's a better approach for brands to take in the future when they get a celebrity to help give them a boost - rather than dump them in front of a camera to convince us to part with our money.
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