GVC Holdings recently told eGaming Review that Foxy Casino needs to work on finding its own identity and detach itself from the Foxy Bingo brand in order to expand its share in the UK market.
Foxy Casino Needs It’s Own Identity
Tom Waters, head of the partypoker and Cashcade labels at GVC Holdings, stated that Foxy Casino is both “advantaged and disadvantaged” due to its connection with Foxy Bingo. He continued to say that the firm had concerns regarding whether people exclusively associated Foxy with bingo, making it difficult to garner new casino customers. “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.”
Recycled And Repackaged Bingo Campaign
Foxy Casino was launched in April 2015, powered by 888. Waters called the brands launch a “recycled and repackaged bingo campaign”. “There was a campaign, but we didn’t go wild,” Waters 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.” Waters also made his opinion clear on Sun Bingo’s decision to part with platform partner Gamesys for Playtech. “I don’t know why they switched,” He told eGaming Review. “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.”