Online gambling marketing firm Cashcade Ltd., the owner of the Foxy Bingo and Cheeky Bingo internet bingo brands, has awarded its media planning and buying contract to UM London. The contract, worth £8 million ($13.4 million), will move from independent media agency Concord, but will not affect Foxy Bingo’s creative shop, The Biscuit Agency.
UM London has begun working with the brands and has already negotiated the renewal of Foxy Bingo’s sponsorship deal with The Jeremy Kyle Show daytime program on UK commercial broadcaster ITV. The renewed deal will cover more than 1,000 episodes over a 12-month period and will include all new shows, repeats and the U.S. version of the program.

Ben Reilly, Account Director at UM London, said, “These are great brands to work with and we’re looking forward to seeing the impact that our insight, planning expertise and buying strength will have on the business.”

Cashcade Ltd. was the first company to bring online bingo to a mass market, via television advertising, and was first to develop the ‘free bingo’ concept to deliver high acquisition volumes.

Owned by the gambling conglomerate bwin.party digital entertainment, the company is now the largest publicly traded online gambling company in the world. In addition to the bingo brands, they own other sites such as PartyPoker, PartyCasino, PartyBets, Bwin, Gamebookers, giocodigitale.it, Noble Poker and the OnGame Poker Network.