Advanced Television

ITV partners with Mecca Bingo to launch Loose Women scratchcards

May 3, 2024

ITV has partnered with Mecca Bingo to create an exclusive series of seven Loose Women themed digital scratchcard games. 

The new scratchcards, the first of which – Loose Change – has just launched, have been developed for Mecca by leading digital scratchcard and slot supplier G Games. The cards will feature on the homepage of Mecca Bingo and be available to play at any time, with prices starting from 50p. Each card offers players the chance of winning some fantastic prizes including a top prize of £250,000.

Mecca became the lead sponsor of the hugely popular, multi award-winning Loose Women in January 2024, prior to which it had been the panel show’s official bingo partner. The new scratchcards complement the bingo giant’s existing exclusive Loose Women 90-ball bingo game, which has a unique jackpot, offering players additional chances to win big prizes, and the popular ‘Bingo Bestie’ feature, which pairs players up to increase their chances of winning.

Robert Lee, head of, commented: “We’re excited to be working with ITV and the Loose Women team enhancing our existing gaming offering to the show’s fans. Choosing G Games, one of the market leaders in this genre, to deliver the content for us was an easy decision. The new scratchcards will enable players to enjoy a game with their favourite panel show whenever they want.”

Steve Watling, SVP Gaming, ITV Studios Global Partnerships, said: “We are pleased to see the Loose Women brand partnership with Mecca Bingo grow with the addition of these great new games. The approach of branded games together with sponsorship of the show brings the association alive for viewers and players alike. We look forward to seeing all the games live on Mecca.

Helen Walton, chief commercial officer, G Games, added: “We are absolutely delighted to have worked with two such amazing brands. Loose Women and Mecca are both iconic brands in the UK and we hope that players are going to really enjoy playing these vibrant and fun scratchcards and the chance to win some really massive prizes.”

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