ITV has partnered with Mecca Bingo for the production of Loose Women-themed scratchcards.

The digital scratchcards will be titled Loose Change and developed by G Games, a digital scratchcard and slot supplier working with Mecca Bingo.

G Games CCO Helen Walton said: "We are absolutely delighted to have worked with two such amazing brands.

Loose Women and Mecca are both iconic brands in the UK and we hope that players are going to really enjoy playing these vibrant and fun scratchcards and the chance to win some really massive prizes."

The seven different scratchcard titles will be featured on the homepage of the online Mecca Bingo website.

Head of MeccaBingo.com, Robert Lee, said: “We’re excited to be working with ITV and the Loose Women team enhancing our existing gaming offering to the show’s fans.

“Choosing G Games, one of the market leaders in this genre, to deliver the content for us was an easy decision.

“The new scratchcards will enable players to enjoy a game with their favourite panel show whenever they want.”

The prizes will range up to £250,000 ($314,794) and can be played at any time.

ITV Studios Global Partnerships SVP Gaming, Steve Watling, said: “We are pleased to see the Loose Women brand partnership with Mecca Bingo grow with the addition of these great new games.

“The approach of branded games together with sponsorship of the show brings the association alive for viewers and players alike.

“We look forward to seeing all the games live on Mecca.”

This deal comes after the launch of Bingo Bestie, a collaboration between Mecca Bingo and Loose Women last year.