|Ann Summers, a UK retailer of lingerie and adult products, has announced the launch of an own online casino developed in partnership with St Minver, the white-label gaming provider.|
It is hoped that AnnSummers.com will enjoy similar success to its online bingo operation at AnnSummersBingo.com, which was launched in July also in association with St Minver.
“Both the bingo and casino sites have been designed to attract men and women, but with the differing demographics between the games, 75 percent of bingo customers tend to female whereas 75 percent of casino customers tend to be male,” said Leigh Nissim, Managing Director of St Minver in the UK.
“Ann Summers aims to extend its relationship with customers both from a communications and revenue perspective. Gaming provides an ideal vehicle through which this can be achieved as the games provide sticky content and the customer relationship management activities are closely aligned with their product promotions.
“It’s a perfect fit; Ann Summers sells more products while making money from gaming. Retailers who have a strong brand and wide distribution like this are benefiting from gaming being a mainstream leisure activity.”
Ann Summers, owned by the millionaire Gold brothers, has 34 stores throughout the UK and Ireland and a website with over one million unique visitors per month. The company also owns Birmingham City Football Club, retailer Knickerbox and Gold Air International, a corporate jet hire company.