Foxy Bingo
A United Kingdom-focused online bingo brand launched in 2005 by Cashcade.
Last updated August 26, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Foxy Bingo is an online bingo brand associated with the United Kingdom's regulated remote-gambling market. It was launched in 2005 by Cashcade, a UK online gambling company, initially offering two bingo and chat rooms. The brand combined online bingo play with a strongly entertainment-led identity, using a fox mascot, celebrity advertising, radio sponsorships and television partnerships to distinguish itself in a crowded market. The brand's ownership history follows a series of transactions and corporate combinations in the online gambling industry. Cashcade was acquired by PartyGaming in July 2009. PartyGaming subsequently merged with bwin Interactive Entertainment AG in 2011, creating bwin.party Digital Entertainment. In September 2015, bwin.party was acquired by GVC Holdings, which later adopted the name Entain plc. Through Cashcade and the subsequent ownership structure, Foxy Bingo became part of the portfolio ultimately controlled by Entain. Foxy Bingo's marketing has been a notable part of its public profile. British television personality Katie Price was associated with the brand from 2006 to 2008. In 2015, the brand used personalities connected with the reality television programme The Only Way Is Essex, including Joey Essex and Lauren Goodger with her then-boyfriend Jake McLean. The voice of the Foxy Bingo mascot has been associated with broadcaster Adam Catterall. In March 2017, Foxy Bingo rebranded with American actor Heather Graham as the face of a reported £10 million marketing campaign. The brand has also used sponsorships to extend beyond direct digital advertising. It sponsored The Jeremy Kyle Show for nine years, from February 2008 until March 2017. In 2011, it sponsored programming on Smooth Radio and Real Radio, including shows presented by David Jensen and David Heane. Other recorded activities included the 2014 Think Pink charity campaign, sponsorship connected with the 2014 Super League Grand Final and participation in the 2016 Sue Ryder Mascot World Cup. Foxy Bingo has operated alongside related gaming brands. Foxy Casino was launched in 2015 and was relaunched as Foxy Games in 2019. The available reference material identifies Foxy Bingo primarily as an online bingo brand and does not establish a separate corporate entity, a founder, a current headquarters or a standalone public listing for the brand. Its current corporate context is therefore best understood through Cashcade and the wider Entain group rather than through an independently listed company.
History
Foxy Bingo was established in 2005 by Cashcade, a UK online gambling company. Its initial proposition consisted of two online bingo and chat rooms, placing social interaction alongside the core bingo product. This combination reflected the early development of internet bingo, when chat functionality and a recognizable entertainment brand were important parts of the customer experience. The brand developed a public identity through celebrity associations and mass-media promotion. Katie Price was linked with Foxy Bingo from 2006 to 2008. From February 2008, Foxy Bingo sponsored The Jeremy Kyle Show, a prominent British tabloid television programme. The sponsorship continued for nine years, ending in March 2017, and gave the brand sustained exposure outside specialist gambling media. Corporate ownership changed as the online gambling sector consolidated. PartyGaming acquired Cashcade in July 2009. In 2011, PartyGaming merged with bwin Interactive Entertainment AG to form bwin.party Digital Entertainment. In September 2015, GVC Holdings acquired bwin.party. GVC later became Entain plc, and Foxy Bingo is identified as a Cashcade brand within Entain's gambling portfolio. Foxy Bingo continued to use sponsorship and personality-based campaigns during this period. In July 2011, it sponsored afternoon programming on Smooth Radio with David Jensen and evening programming on Real Radio with David Heane for 13 weeks. The brand's other recorded promotional and community activities included the 2014 Think Pink charity campaign, involvement with the 2014 Super League Grand Final and participation in the 2016 Sue Ryder Mascot World Cup. A further marketing phase began in 2015. The brand used Joey Essex and Lauren Goodger, associated with The Only Way Is Essex, together with Jake McLean. Foxy Casino was also launched in 2015 as a sister site, expanding the Foxy-branded online-gaming family beyond bingo. In 2019, that casino brand was relaunched as Foxy Games. In March 2017, Foxy Bingo rebranded and appointed American actor Heather Graham as the face of a reported £10 million campaign. The Foxy mascot remained part of the brand's identity, with its voice associated with Adam Catterall. Taken together, these developments show a brand strategy built around online bingo, social entertainment, recognizable characters, celebrity advertising, broadcast sponsorship and adjacency to other online-gaming products. The available reference material does not provide a standalone founding company separate from Cashcade, a named founder, a current office location, independent financial reporting or a separately listed security for Foxy Bingo. Its history is therefore most accurately described as the history of a consumer-facing gaming brand within successive corporate owners, rather than as the history of an independently listed company.
- 2019
Foxy Casino becomes Foxy Games
[1]The related casino operation is relaunched under the Foxy Games name.
- 2017
Brand reorientation with Heather Graham
[1]Foxy Bingo launches a new identity and a major campaign fronted by Heather Graham.
- 2015
GVC Holdings acquires bwin.party
[1]The acquisition changes the wider ownership structure surrounding Foxy Bingo.
- 2011
bwin.party is formed
[1]PartyGaming merges with bwin Interactive Entertainment AG.
- 2009
Cashcade joins PartyGaming
[1]PartyGaming acquires Cashcade in July.
- 2006
Katie Price marketing association begins
[1]Katie Price becomes associated with Foxy Bingo's marketing.
- 2005
Foxy Bingo launches
[1]Cashcade launches Foxy Bingo with two online bingo and chat rooms.
Products and positioning
Entertainment-oriented online bingo combining digital play, chat, mascot-led branding, celebrity marketing and mainstream media partnerships.
Online bingo · 2005
Foxy Bingo
The core Foxy Bingo offering is an online bingo service launched in 2005. Its original format included two bingo and chat rooms, combining bingo play with a social chat environment. The brand has been marketed as an entertainment-oriented gaming service, supported by a fox mascot, celebrity associations, television sponsorships and radio partnerships. The available sources do not specify the full current game catalogue, payment methods, promotional terms or product availability.
Online casino · 2015
Foxy Casino
Foxy Casino was introduced in 2015 as a sister site to Foxy Bingo. It extended the Foxy brand into online casino gaming rather than bingo alone. The available reference material does not provide a detailed list of games or jurisdictions. The operation was later relaunched under the Foxy Games name in 2019.
Online casino and gaming · 2019
Foxy Games
Foxy Games is the name adopted when the related Foxy Casino operation was relaunched in 2019. It represents an extension of the Foxy-branded online-gaming family. The supplied sources do not establish whether it remains operational in every market in which Foxy Bingo has been available or describe its current product range.
Marketing campaigns
- 2017Heather Graham brand re-launch campaign
United Kingdom
Foxy Bingo rebranded in March 2017 with Heather Graham as the face of a reported £10 million marketing campaign.
- 2016Sue Ryder Mascot World Cup
United Kingdom
Foxy Bingo participated in the Sue Ryder Mascot World Cup.
- 2015The Only Way Is Essex personality campaign
United Kingdom
Foxy Bingo used Joey Essex and Lauren Goodger, together with Jake McLean, in its 2015 marketing.
- 2014Think Pink
United Kingdom
Foxy Bingo ran the Think Pink charity campaign.
- 2014Super League Grand Final sponsorship
United Kingdom
The brand sponsored activity connected with the Super League Grand Final.
- 2011Foxy Bingo and Smooth Radio sponsorship
United Kingdom
Foxy Bingo sponsored Smooth Radio's weekday afternoon show with David Jensen and Real Radio's evening show with David Heane for 13 weeks beginning on 11 July.
Brand decisions
2019
Foxy Casino relaunched as Foxy GamesGeneration changeBackground
The related casino brand was repositioned within the broader Foxy-branded gaming portfolio.
Action taken
Foxy Casino was relaunched under the Foxy Games name.
2017
Foxy Bingo brand reorientationStrategyBackground
The brand sought a refreshed public identity after years of celebrity and broadcast-led marketing.
Action taken
Foxy Bingo rebranded and appointed Heather Graham as the face of a reported £10 million campaign.
Reported campaign budget. £10 million (2017)
2015
Launch of Foxy CasinoProduct launchBackground
The Foxy brand expanded beyond bingo into online casino gaming.
Action taken
A sister site called Foxy Casino was launched.
2005
Launch of Foxy BingoProduct launchBackground
Cashcade entered the online bingo market with a branded service built around bingo and chat rooms.
Action taken
The company launched Foxy Bingo with two bingo and chat rooms.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/foxy-bingo · Editorial policy · How profiles are compiled