BetVictor has lauded a link-up with “a well-respected and much-loved bingo brand,” after the online gambling operator rolled-out a partnership with Global.

Under the terms of the partnership alongside the media and entertainment group, the pair have detailed the imminent relaunch of the Heart Bingo brand.

“We’re so excited to be partnering with such a well-respected and much-loved bingo brand,” Turlough Lally, director of egaming at BetVictor, said of the agreement. 

“Heart Bingo players are sure to love all the extra features in the pipeline, along with familiar games and a few surprises. 

“We are fully committed to creating an improved and safer gambling experience with even more prize-winning opportunities.”

BetVictor says that it will be introducing “a range of exciting new features, innovative bingo rooms and exclusive slots to ramp up the winning opportunities for customers of Heart Bingo”.

The relaunched gaming brand of the UK commercial radio station is also set to include slot and instant-win games from online casino content developer Pragmatic Play.

The partnership with Global launches September 23, and is the latest B2B deal for BetVictor in line with its overall business growth strategy, and follows on from the launches of Parimatch in the UK and BildBet in Germany last year.

“Heart Bingo is one of the UK’s best-loved bingo brands with a loyal community of players,” added Joel Stern, Global’s director of enterprise.

“We’re delighted to be able to offer our players a best-in-class experience and are looking forward to bringing the feel good factor of Heart Bingo to even more people through our new partnership with BetVictor.”

BetVictor enhanced its collaboration with Pragmatic Play earlier in the year, after going live with the supplier’s collection of bingo games.

The agreement, initially inked in March,, builds upon a partnership secured last year that saw the provider recruited for its live casino portfolio, alongside its suite of slot-based content.