|The Rank Group is to relaunch Rank.com, its first online gaming site, with a wider-reaching format, and will launch online gaming products based on its Hard Rock Café brand this summer.|
According to reports on Ananova.com and Revolutionmagazine.com, the site will be promoted to a wider audience via a multi-million pound marketing campaign. Rank.com was launched in November 2001, and was aimed at Mecca Bingo members, but now the company is trying to extend its reach to male players (Bingo being predominantly a female pursuit).
'As a relatively late entrant into the online gaming market Rank.com has the benefit of learning from the mistakes of others,' said managing director of Rank Interactive Gaming, Damian Cope.
The Rank Group is also to introduce online games based on its Hard Rock Café brand this summer. Célia Pronto, marketing manager for Rank.com, said: “We are still evaluating whether it will be Hard Rock-branded, or come under another of Rank’s brands and include Hard Rock-branded games.”
Rank invested £1.8 million in Rank.com in 2001, which features free and pay-to-play online games. The company says that the latest marketing campaign is aimed at “mass-market players who stake smallish amounts and fit the profile of bingo-and lottery type customers,” said Pronto.