GVC restructures Foxy bingo team to boost efficiency
Former Lads Coral head of acquisition marketing Jonathan Bowden has been promoted to lead the new bingo team
GVC is in the process of restructuring its Foxy bingo division as part of an effort to reduce overlap between the two business and improve efficiencies, EGR has learned.
As part of the shift, former head of acquisition marketing at Ladbrokes Coral, Jonathan Bowden has been promoted to head of Cashcade and will lead the Foxy bingo division.
A number new roles will be established and some Foxy Bingo staffers will move to Ladbrokes Coral’s HQ at Regal House in Gibraltar, while others will remain in London.
Speaking to EGR, Bowden said: “The two [Foxy and Gala] brands will continue to operate as two distinct bingo brands from a player point of view.
“We will look at what areas of our offering overlap – of which there will be some of course – but also what we can offer that is different to different players,” Bowden added.
The new merged team is expected to bring a refreshed focus to the Foxy brand and consolidate some of the operations that have up to now been carried out by both teams.
Moving forward the team will migrate the Foxy brand onto a new bingo platform that will be accompanied by a new marketing strategy to take them into 2019.
“There’s of course a lot of cross-over with these two great brands and also new methods and ways of working to understand for both teams,” Bowden added.
“We will leverage a lot of internal expertise within the teams. Some of the business functions will be shared across both Gala and Foxy brands so there will certainly be shared learnings internally and allow us to enhance our services and offering to new and existing players.”
EGR understands Ladbrokes Coral is in the process of restructuring a number of its internal operations and is recruiting for new roles as part of the wider GVC takeover that was finalised in December 2017.