Ann Summers sexes up bingo with new website

LONDON - Ann Summers is launching a ‘sexy' online bingo site, with a flirtatious bingo caller, cheeky names for the numbers, and spot prizes that include lingerie and sex toys.

AnnSummersBingo.com was developed in partnership with online games firm St Minver, and goes live on July 12.

Ann Summers has created a collection of nicknames for the numbers and will allow customers to choose the bingo caller according to who has the sexiest voice. It is also giving chat room visitors the chance to win lingerie and the new Rampant Rabbit Wave.

Jacqueline Gold, Ann Summers chief executive, said: "We know from our Ann Summers' Parties that our customers like playing bingo but when they see the fabulous prizes we have on offer and hear our delicious caller, not to mention our outrageous new number nicknames, they are going to love it."

The website launch coincides with the nationwide smoking ban, which is predicted to hit bingo halls hard, with online bingo expected to gain popularity.

Ann Summers' spicy version targets female customers, who will be enticed to play via an in-store promotion: a free scratch card will be given away with every purchase made in July and August, and the prize on offer is free money to play online bingo. More than £2m is being given away in total to play online.

Each bingo "card" costs 10p and daily prizes are on offer up to £15,000. Individual game prizes range from £20-£200 and there is a top monthly prize fund of up to £100k.

Jim Ryan, CEO of St Minver said: "With the smoking ban set to drive bingo players out of the halls and onto the online sites, Ann Summers will benefit from the exodus.

"Players are drawn to the offerings of brands that they know and trust plus the player demographics could not be a better fit."