Sharon Osbourne is set to appear in a series of nationwide primetime television commercials to promote Gala Bingo Online.

The advertisements – launched yesterday (23 October) – feature the X-factor judge playing GalaBingo.co.uk on her lap-top while being pampered.

Galabingo.co.uk subscribers will also be able to speak to Sharon through the website’s chat room.

Dominic Harrison, e-commerce managing director for Gala Coral Group, said: “We are pleased Sharon has agreed to join forces with Galabingo.co.uk, as she will be a welcome endorsement for online bingo players and new players alike.”

The commercials were developed by Frame in Glasgow, the Complete Media Group, Iris in London and Mediavest in Manchester.

Gala Bingo launched its first live interactive bingo channel called Gala TV in association with entertainment producer Endemol UK earlier this month. The channel is available 24 hours a day, seven days a week, on Sky channel 841 and includes eight hours of live, presenter-led bingo between 5pm and 1am daily.

The Gala Coral Group is Britain’s largest private gaming company, with more than 1,500 retail trading outlets in the UK and an e-commerce division offering customers casino, poker, bingo and sports betting online. Details: www.galabingo.co.uk