News UK-owned online bingo brand Fabulous Bingo has completed a revamp of its brand and website, with the revitalised Playtech-powered offering to be promoted through a new marketing campaign.

Fabulous Bingo is the online bingo brand for Fabulous Magazine, a weekly fashion pull-out that comes free with News UK's Sunday tabloid The Sun on Sunday.

The overhaul is the latest step taken to boost the site's audience and capitalise on the success of News UK's gaming offering since its migration from Gamesys to Playtech's bingo software.

This took place in August of last year, when Fabulous Bingo and Sun Bingo relaunched on the supplier's Virtue Fusion platform.

"We're thrilled with the results of our brand refresh for Fabulous Bingo, which is a welcome retreat from the loud competitor sites," The Sun chief marketing officer Kate Bird commented. "Our recent move to a Playtech platform gives us the opportunity to grow the Fabulous Bingo brand as a strong competitor in the marketplace."

The revamped bingo site will mirror the content and tone of the magazine, and encourage players to "find fabulousness in the everyday," targeting women aged between 30 and 55. It will feature a colour palette that will change each season, which will also be used for the print product.

The site will be promoted through a new advertising campaign run by News UK's in-house agency Pulse Creative, linking the site to the magazine. A television ad will also be broadcast, based around the slogan "own that Fabulous Bingo moment."

"With its blend of affordable high street fashion, celebrity interviews and features relevant to today's women, Fabulous has always been a firm favourite with our readers," Fabulous Magazine editor Sinead McIntyre said. "We're pleased to offer them a slice of me-time with a bingo offering which looks and feels very much part of the Fabulous family."

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