It is claimed to be the first long-time loyalty scheme for bingo players and will run for three years. Gala members will be able to earn Nectar points by swiping their Gala card on entering any of Gala's 170 clubs. Gala will tell its top 400,000 members first about the tie-up to encourage them to pre-register, and then run a direct mail campaign to all of its members in mid-April.
Kate Howe, group marketing director at Gala Coral Group, said: "When we talk to our members they tell us they really want to be rewarded for their loyalty so we've joined forces with the biggest and best rewards scheme in the country to give them what they are asking for."
Brian Sinclair, managing director of Nectar, said: "Nectar will be extending its instant swipe technology to a range of leisure-based rewards in the next few months to make it even easier for collectors to redeem for rewards."
Nectar's other leisure partners include Beefeaters and Brewer's Fayre.