Masked Singer PlayOJO Deal Sparks Criticism6th January 2021 |
Bandicoot TV has just signed an exciting new partnership with PlayOJO which will give customers the chance to win prizes worth up to £200,000, all while enjoying games with The Masked Singer theme. However, the new agreement has sparked massive outrage among some of the public and anti-gambling campaigners.
The Masked Singer singing competition has recently announced a deal with UK online gambling operator PlayOJO, sparking massive criticism. According to a report by Daily Star, the production company of the show, Bandicoot, announced a newly-inked agreement which will see it launching new digital games including slot games, bingo and scratchcards, which will all feature themes associated with The Masked Singer show. Customers will have the opportunity to win various prizes, the largest being a prize worth £200,000.
Tempting Younger Audiences
It is thought that one of the reasons why the partnership attracted such a huge outcry is the fact that a large number of The Masked Singer’s audience happens to be underage, yet the production bosses still went ahead with this lucrative deal, fully aware of who their fans are. Adding fuel to the fire, the games being offered by the gambling site and application PlayOJO are being advertised and made popular on Instagram, where around 2 million of its followers are estimated to be underage.
The criticism aimed at this agreement comes with a backdrop of increased criticism of some gambling companies that are seen as purposefully targeting individuals under the legal age of 18. In the face of all this, some anti-gambling campaigners are trying to convince the show’s bosses to reconsider the deal with PlayOJO, especially at a time when online gambling is growing in popularity in the UK.
Does regulation go far enough?
One of these anti-gambling organisations is Clean Up Gambling. Their spokesperson, Matt Zarb-Cousin, said that this is a perfect example of a gambling company using a famous TV show to be able to advertise gambling to young people, including children. His criticism was also turned towards regulators who have so far failed to place a cap on the stakes that could be made on online slot games. According to Mr Zarb-Cousin, another problem is that online gambling sites often leave much to be desired when making affordability checks on their customers before allowing them to lay a wager. He urged Bandicoot TV to rethink joining forces with the popular UK online gambling site.
Echoing Mr Zarb-Cousin’s sentiments is Marc Etches, CEO of leading UK gambling charity organisation GambleAware, who points out that such a deal could be particularly dangerous in normalising gambling to children, especially if seen as being promoted by family entertainment programmes.
Masked Singer PlayOJO deal unmasked
Despite this, both parties involved in the agreement are looking favourably on their new deal. Peter Bennett, head of marketing at PlayOJO, said: “The Masked Singer’ is a global phenomenon and was a huge hit in the UK last year, so we are thrilled to announce the launch of our exclusive Masked Singer Bingo room on the PlayOJO Bingo platform and our slot and scratchcard Masked Singer products. This is a great brand match for PlayOJO and we really feel the creative perfectly combines our brand values with the light-hearted entertainment that ‘The Masked Singer UK’ show embodies.” PlayOJO also stated that they verify the ages of players so that only individuals who are 18-years-old or older will be able to play.
A spokesperson for Bandicoot said: “We’re pleased to confirm PlayOJO as product licensing partners when this magical, madcap and monster hit entertainment show returns for a second series of TV’s greatest guessing game on Boxing Day.”