Two superpowers have joined forces to bring online bingo players a new brand that should definitely go down well. Up Your Bingo is the name of a new bingo brand that will be created, thanks to a deal signed between Dragonfish, 888's Business to Business brand, and MTV Networks UK and Ireland.

The launch of the product marks MTV's first venture into the world of online gaming. The brand, Up Your Bingo, will be a skin on the Dragonfish Network for the time being. Due to go live this month, Up Your Bingo, will receive top notch exposure across the MTV and Viva network. Exposure will include online and offline channels.

The Chief Executive for 888, Gigi Levy, who is also serving as acting managing director of Dragonfish, said about the new venture: "We wish to form partnerships with market leaders from other branded sectors seeking to monetize their assets." "MTV Networks is an internationally renowned brand, and we are proud to launch their their first entry into online gaming," he added.

"At a time when the market for online games and virtual worlds is continuing to grow, collaborations such as this one provide responsible and enjoyable gaming opportunities for our audience," said the Senior Vice President for Digital Media, MTV Networks International, Philip Bourchier O'Ferrall.