Ted Menmuir
November 16, 2023
Latest News, Marketing, UK
Tombola, Britain’s biggest online bingo brand, has confirmed its sponsorship of the return of Deal or No Deal on ITV and ITV X, starting from 20th November.
As announced by ITV, Deal or No Deal returns to daytime TV, airing every weekday at 4 pm.
ITV is now the new home of the legacy game show, which aired on Channel 4 between 2005 and 2016 and, at its peak, drew daytime audiences of four million viewers.
The new Deal or No Deal will be hosted by Catchphrase and In For A Penny host Stephen Mulhern, taking over the hosting and ‘Banker mediating’ duties from Noel Edmonds.
Backing the game show’s return, Tombola is introducing an exclusive game, “The Banker’s Bonus -on its app. This game features a Deal or No Deal scratch card experience and offers a chance to win top prizes of £1,000 with a £2 stake, starting from only 5p.
Exclusive game idents will feature around the ad breaks in the show, highlighting two players (depicted as mobile phones) discussing the live show. This reflects the community atmosphere of Tombola’s game chatrooms.
The return of Deal Or No Deal to UK television after seven years is anticipated to attract an audience of 1.7 million.
Tombola supports ITV’s goal of reviving “Deal Or No Deal” to its cult status with UK audiences, aiming for it to become daytime TV’s number 1 game show, a position it still holds in Spain, Italy, Denmark, and the Netherlands.
“We are excited to be part of the on-air resurgence of Deal or No Deal and delighted to work with Banijay to bring our player community new games. We can’t wait to see what the future holds for this new series and our partnership with ITV,” commented James Board, Tombola’s Marketing Director.
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