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The activity, through Poulter Partners, targets enthusiasts who are keen to play bingo more often.

Group marketing director at Gala, Richard Sowerby, said: "Offering big cash prizes is a great motivator for our audience. The promotional brief was to add value to our existing product, so we have a real point of difference to communicate during this critical pre-Summer period, as well as building on the brand promise of anticipation in our clubs."