Gala to push P2P gaming
By paul
Bingo and online gaming firm Gala Group is hoping that peer-to-peer (P2P) gaming will make its online casino - – stand out from the crowd.

Galacasino, developed by agency Carlton Interactive and launched in December, aims to recreate the look and feel of the land based casinos in London and Edinburgh. At present, the site contains casino-style games, such as roulette and black jack, in which the user plays against the house.

Now it's releasing its first P2P game, Winning Circles, in which players play each other to win a cash jackpot. The aim is to distinguish Gala from the thousands of other online casinos.

'We have a raft of new games in development,' said Nigel Willis, director of interactive gaming. 'It's not hard to attract an audience with a good quality casino on the Web. But now we're developing new content to differentiate us.'

Last month Gala said it would begin to market its online properties aggressively after being bought by private equity firms Candover and Cinven.

Willis said the company has a monthly marketing budget of around £150,000 ($225.3), up to the end of the year, emphasizing P2P games.

Its first online campaign earlier this year targeted ABC1 males on finance sites. But the new ads will focus on gaming and lifestyle sites, said Willis. Media will be planned by Mediavest with creative by Ignis.

Gala said it will launch a bingo site, also developed by Carlton Interactive, in October.

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