Ann Summers is a United Kingdom retailer that sells lingerie and adult products. St. Minver is a white label gaming provider. The two companies have decided to work together on what they feel will be a fruitful partnership. They have determined to launch an online casino under the Ann Summers label.

This is not the first time these two companies have come together to work on a site that encourages the betting of games. The first site that was launched in July of last year can be found at Ann Summers Bingo.com. Since St. Minver had achieved such a level of greatness with that site, naturally the lingerie and adult toys company sought to work with them again in creating this new site.

“It is a perfect fit; Ann Summers sells more products while making money from gaming. Retailers who have a strong brand and wide distribution like this are benefiting from gaming being a mainstream leisure activity.” said Leigh Nissim who is the Managing Director of St. Minver in the United Kingdom.

It is with high hopes that the new casino site, Ann Summers.com will enjoy the profound success that was Ann Summers Bingo.com. Both gaming sites will be sister sites with no trouble of accessing one another by a link for quick and easy play.

“Both the bingo and casino sites have been designed to attract men and women, but with the differing demographics between the games, seventy-five percent of bingo customers tend to be female where as seventy-five percent of casino customers tend to be male,” Leigh Nissim did not stop with his comments there, he continued with, “Ann Summers aims to extend its relationship with customers both from a communications and revenue perspective. Gaming provides an ideal vehicle through which this can be achieved as the games provide sticky content and the customer relationship management activities are closely aligned with their product promotions.”

There are thirty-four stores scattered throughout the United Kingdom and Ireland. Plus the Ann Summers store website has an average of one million visitors per month. The Ann Summers stores are owned by the Gold brothers and they also own the Birmingham City Football Club, retailer Knickerbox and Gold Air International, a corporate jet hire company.