UK bingo operator Gala Leisure has confirmed that it has completed its full £40 million makeover to ‘Buzz Bingo’.

Gala Leisure, the former bingo arm of Gala Coral, which was sold to private equity firm Caledonia Investments in December 2015 for £240 million, will now operate its 103 UK outlets as part of the Buzz Bingo.

Powered by Playtech, Buzzbingo.com the new portal will launch this week aiming to utilise a partnership with the omni-channel systems provider, to enrich the online bingo space.

Launching its new identity, Buzz Bingo has unveiled its first UK-wide advertising campaign ‘Buzz Bingo Has Arrived’ developed by creative agency Isobel London.

The campaign which will run across TV, digital and social media formats until the end of the year, seeks to introduce Buzz Bingo as the UK’s new pioneer bingo brand targeting new audiences.

The makeover of Gala Leisure has been spearheaded by CEO Chris Matthews, who joined the enterprise in September 2017, from UK sports retailer Go Outdoors.

Rebranding as Buzz Bingo, Matthews details that 2019 will be a critical year for the operator, as it plans it recapture its position as the leading multi-vertical bingo operator for the UK.