GVC chooses new affiliate platform provider for Foxy brands

GVC Holdings has chosen ActiveWin Media to provide digital marketing services for its Foxy Bingo and Foxy Casino brands.

The deal, announced Monday, will see the Foxy brands given access to ActiveWin’s network of more than 30,000 affiliate partners.

“As online bingo and gaming continues to grow in popularity, we need to ensure players are getting an enjoyable experience,” Adele Lawton, group head of bingo at GVC, said.

“By supplementing our acquisition efforts with a new affiliate program, we can focus internal resources on customer engagement. ActiveWins will provide us with that flexibility.”

The move comes less than two weeks after GVC suddenly closed its Cashcade affiliate programme, which was powered by Dragonfish.

Lawton added: “We understand the importance of a strong online presence, and are joining the ActiveWins affiliate program based on their track record as digital acquisition experts in gaming.”

Activewin, which also has affiliate deals in place with brands like Betfred and the Tote, said it was “excited and humbled” by the partnership.

“Foxy is one of the most recognisable brands in the UK,” said Natalie Merrison, affiliate director at ActiveWins.

“They have managed to stand out in a crowded marketplace with clever branding and a great product. As an extension of the Foxy marketing division, we will be working closely together to grow the player base and maximise revenues for both investors and affiliates.”