The Rank Group has been involved in the gambling industry since the 1930s. It is one of the leading European gaming and betting companies and is the strength behind brands such as Mecca Bingo, Grosvenor Casinos, BlueSquare and Top Rank Espana. The Rank Group operates in Great Britain, Spain and Belgium but their headquarters are found on the British Isles.

The gambling industry seems to be on shifting sands. Mobile like Unibet and social media platforms are just two of the recent changes in the industry that has creating innovation, more competition and a higher class of challenge. The Rank Group is risen to this single glove slap by agreeing a two-year deal with one of the world’s leading B2B providers of social gaming and associated services: Enteraction.

The deal will see Enteraction's GameShaper+ gaming platform integrated into the brick and mortar and online gambling operation of The Rank Group and its quartet of unique brands.

“This is an exciting extension to our existing relationship with Rank,” said Andy Rogers, Managing Director of Enteraction.

The deal will be a boost for the management team of Mecca. Enteraction will be integrating the official X-Factor and Britain’s Got Talent social bingo products as well as working with Rank on the newest innovation: an X-Factor role-playing game.

“With the pace of change in this market we needed a platform that allowed for the quick deployment of multiple products with a single point of data management, which we see as critical to the success of this type of product,” said Lee O’Donovan, Head of Social and Mobile for Maidenhead-based Rank.

The Rank Group operates 35 Grosvenor Casinos and more than 100 Mecca Bingo Halls in Great Britain and earned £31.3m in profit in the six months ending 2012.