GVC to distance Foxy Bingo and Casino brands
Tom Waters, head of Cashcade labels, says the firm is looking to create individual identity for Foxy Casino
Foxy Casino needs to find its own identity and move away from the Foxy Bingo brand in order to grow its share of the UK market, parent company GVC Holdings has told eGaming Review.
Tom Waters, who heads-up the partypoker and Cashcade labels at the operator, said Foxy Casino was both “advantaged and disadvantaged” by its closeness to the Foxy Bingo brand.
He said the firm had concerns over whether people exclusively associated the Foxy brand with bingo, and whether that had made it difficult to acquire new casino players.
“Our challenge is to find a niche for Foxy Casino and give it its own identity in the marketplace away from Foxy Bingo, and we are hoping our new TV campaign will do just that,” Waters said.
“We will also look at the design and structure of the website, the product, and the way the messaging goes out.
“We are trying to move away from the traditional Foxy Bingo approach and create more of a classy casino,” he added.
The operator launched its Foxy Casino brand back in April last, with the site powered by 888.
Waters said the site was launched with a “recycled and repackaged bingo campaign” in a bid to introduce the brand and gain some traction in the market.
“There was a campaign, but we didn’t go wild,” he said. “We were using 2015 as a bit of a playground to get the product right and some traction in the market.
“But we have now launched a dedicated TV campaign for Foxy Casino, which is being picked up and noticed,” he added.
Waters also offered his opinion on Sun Bingo’s recent decision to ditch platform partner Gamesys in favour of Playtech.
“I don’t know why they switched,” Waters said. “Playtech is right up there with the best software on the market for bingo, which is potentially why they have done it.
“The other reason is perhaps is that it made sense commercially,” he added.
EGR previously reported that GVC was considering whether to sell the Cashcade asset following its takeover of bwin.party, however Waters said there were “no plans” to divest the business.