London-listed gaming operator GVC Holdings has completed the migration of its Foxy Bingo brand onto the company’s proprietary technology platform.
Foxy Bingo had operated on the platform supplied by 888's Dragonfish since it was launched by previous owner Cashcade.
Following the migration, GVC now has complete control of the customer-facing web interface, which has been integrated with the backend functionality of GVC’s technology platform.
The company said that the new Bingo client was developed following extensive consultation with players, with a focus on creating the best possible player experience.
This includes an expanded gaming offering that will be put in place over the coming months, with titles from GVC’s extensive portfolio of in-house and third-party games made available on Foxy for the first time.
“This is a landmark moment for Foxy Bingo,” said GVC head of Foxy brands Jon Bowden. “The migration onto our proprietary platform allows our marketing, operations, CRM and VIP teams to build an experience fit for our players across everything we do. We are now able to talk to our players through segmented communications, ensuring we're speaking to the right players at the right time.
“From a product perspective, our new bingo client has been built on robust player feedback and a wealth of expertise, creating a best in market bingo experience. We are also confident our players will love the new premium gaming content that we can now offer.”
Foxy’s sister brand Cheeky Bingo has also been migrated from Dragonfish.
“We are only just starting to uncover the capabilities we have from a real-time marketing and personalisation point of view, which is very exciting as it's a huge part of our plans,” Bowden added. “Moving forward we're focused on giving our players a bespoke gaming experience based on their individual preferences.
“We have big plans and aspirations for 2019 and beyond and this migration is a huge step for us in delivering our visions for Foxy.”
Shares in GVC Holdings plc (LSE:GVC) were trading up 1.61 per cent at 822.00 pence per share in London Monday morning.