Foxy Games Unifies Under The Foxy Bingo Brand
Published On 26th March 2025
Yesterday we told you about the free to play Plinko game that you can try daily over at Foxy Bingo and there's more Foxy news today. Entain who own the Foxy brand have decided to merge their Foxy sites under one umbrella. What this means is that Foxy Games is no more and instead their marketing focus will concentrate solely on Foxy Bingo. Players clicking to Foxy Games will simply end up on the bingo site but within the games channel. From there they'll be able to play all the top slots and live casino games as normal. The same login/password details apply to both sites as does the wallet so this change won't effect anyone's accounts.
Back To Basics
For as long as we can remember, Foxy has always been synonymous with bingo. However the brand has often tried to brand out into other areas including casino and games. They've also tried things like perfume and in 2011 brought Lauren Goodger on board to launch their 'Furver' product. A year later they teamed up with Lucy Mecklenburgh for a tanning product!! Foxy Casino actually launched in 2015 and it arose at a time when other bingo brands, such as Costa, Moon and Wink, were branching out into new slots sites. The highlight of this 'casino' venture was that Foxy signed up Heather Locklear as a brand ambassador. In a moment of marketing insanity they tried to change their "Foxy" character with it's northern traits into a role being played by a Hollywood star. In 2019 we reported that Foxy Casino was to be renamed to Foxy Games. We speculated that the name change was to wipe the slate clean but also commented that "Foxy Games needs to offer more to players".
One Brand Or Two?
In our view merging Foxy Games into Foxy Bingo is a sensible move. Firstly Foxy Bingo is stronger in terms of brand but secondly it's hard to know what the games site offered differently to players. When bingo sites started setting up different brands for slots and casino it perhaps made sense to do things that way. Bingo players could focus on bingo whilst slots players could enjoy their own platform. Fast forward to 2025 and slots dominate the online gambling landscape whilst bingo has been left to simmer on the backburner. As far as we know there's not one bingo brand that doesn't include slots, sportsbook brands like Betfred, Ladbrokes and Coral have always integrated bingo and slots and now long established Progress Play casinos are adding bingo courtesy of Playtech. In short brands have now become a one stop destination for various kinds of gambling activity and there's no need for individual sites. Players know that Foxy Bingo will include slots, games and casino because every other bingo brand does this as well.
We're Having A Moedown
One massive benefit of concentrating focus on one site versus two - or more - is that you only need one marketing campaign. Currently Foxy Bingo adverts have a cowboy howdown theme but don't actually feature the iconic Foxy character. In the TV advert there are line dancers with hair so long that they've been plaited into lassos and are being used in the dance. Accompanying the dancing is the track "I'm A Ramblin' Man" that's sung by Waylon Jennings. If Entain wanted to promote Foxy Games then they'd possibly need to create a different campaign or risk confusing the audience if they used the same one. One brand, one campaign and one destination just seems a good way to go. It'll be interesting to see if other brands consider following suit and/or whether Entain decide to take a similar approach with Gala Bingo, Gala Spins and Gala Casino?
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