Operator PlayOJO has expanded beyond its traditional online staples of slots, table and casino games for the first time after unveiling plans to take on the UK’s bingo scene.

Citing research which shows that 25 per cent of existing PlayOJO players already play bingo online, the group stipulates that an opportunity provided itself to “significantly increase its share of wallet”.

The debut of PlayOJO Bingo, in collaboration with Pragmatic Play, will be supported by a seven figure UK marketing campaign across digital and ATL, featuring a TV campaign from advertising agency McCann.

Andrew Steddy, head of bingo at PlayOJO, explained: “PlayOJO’s fun, quirky approach resonates with men and women, and makes us a natural home for bingo players.

“A significant proportion of our existing player base is already interested in bingo, so we’re thrilled to be giving them more of what they want.

“PlayOJO Bingo will also enable us to reach out to an even broader demographic, introducing more players to the OJO brand and its fair play philosophy.

“Adding a bingo product is another exciting moment for us – we’re challenging the market incumbents with the fairest and most transparent bingo offering ever seen.

“I believe we’re about to transform online bingo in the same way we changed the online casino world.”

Stipulating that the brand “already attracts a player base with an even gender split and with a similar socio-economic profile to a typical bingo site,” the launch also sees the entity target a new player demographic, specifically 35-55 year-old females.

Players will be able to access a wide range of bingo games from Pragmatic Play, including 90 ball, 80 ball and 75 ball variants plus an “industry-first” Bingo Blast game.

Furthermore, PlayOJO Bingo will offer over £300,000 in guaranteed prizes every month as well as progressive and community jackpot games with big-win potential.

Aligning with the group’s fun and ethos will also include no wagering requirements, maximum wins from bonuses or withdrawal restrictions.