Foxy Bingo

Introduction

Foxy Bingo, a distinguished member of the FTSE 250 listed GVC Holdings, stands out in a gaming portfolio that includes industry giants like BWIN, PartyPoker, and SportingBet. Since its inception in 2005, Foxy Bingo has evolved into one of the UK’s largest online gaming destinations, featuring an exciting experience across 30 bingo rooms and a selection of over 200 slot games.

My Role

As a senior designer, my central role involved contributing to the rebranding of Foxy Bingo’s e-commerce gaming website and promotional content in close collaboration with cross-functional teams. My responsibilities encompassed shaping the visual identity, conceptualising campaign strategies, and contributing to the creation of an immersive and user-friendly interface. Working in tandem with product managers, developers, copywriters, and external digital agencies, I ensured the effective execution of the rebranding initiative.

The Challenge

In the competitive online gaming arena, specifically within the bingo category, Foxy Bingo faced the challenge of standing out. The objective was clear: break through the competitive noise, enhance brand visibility, and engage a ‘new generation of players’ through a more immersive experience.

Design Process

Research

Utilising a brand tracker, the team conducted a comprehensive analysis to discern what set Foxy Bingo apart. This phase involved engaging with users, rigorous website testing, and a thorough exploration of competitors.

Branding

Moving away from conventional bingo sector visuals, the rebrand embraced a more refined aesthetic, embodying the ethos of ‘Random. Fun.’ by unveiling Hollywood A-lister Heather Graham behind Foxy’s iconic mask. Foxy, sporting a modern two-piece suit and retaining his distinctive Northern accent, took centre stage in humorous and popular TV ads that extended across print and social media. My involvement included generating creative campaign concepts, infusing humour and spontaneity inspired by puns and pop culture.

UI/UX Design

Informed by competitor analysis and user experience research, I contributed to crafting wireframes and elements for a user-friendly interface hosting over 60 new, best-in-class games tailored for mobile and touch devices.

Conclusion

The experience of working on Foxy Bingo was incredibly rewarding, yielding phenomenal results that surpassed all client expectations. Throughout the project, I gained valuable insights, from evaluating market research to creating low-fidelity wireframes, translating them into high-fidelity UI designs, and developing promotional content to drive website traffic. Foxy emerged as the sole brand experiencing year-on-year improvements, with both monthly new users and site visits doubling.