GVC Holdings has signed a deal with affiliate marketing specialist ActiveWin Media to develop and execute a strategy to strengthen its Foxy-branded iGaming sites in their core UK market.

The deal will see ActiveWin Media, a Manchester-based business powered by Income Access' software, provide digital marketing services for the Foxy Bingo and Foxy Casino sites. It maintains a network of more than 30,000 affiliate partners, which it will exploit to boost conversion rates for the sites.

GVC's group head of bingo Adele Lawton explained that the operator had decided to outsource affiliate marketing for the brands to ActiveWin in order to focus internal resources on customer engaement.

"As online bingo and gaming continues to grow in popularity, we need to ensure players are getting an enjoyable experience," Lawton said. "We understand the importance of a strong online presence, and are joining the ActiveWin affiliate program based on their track record as digital acquisition experts in gaming."

Foxy initially launched as a bingo brand operated by Cashcade, which was then acquired by PartyGaming in 2009, before becoming party of bwin.party in 2011. It came under GVC's control following its acquisition of bwin.party last year.

Since its launch the brand, featuring its fox mascot, has become one of the most recognisable bingo brands in the UK market.

ActiveWin affiliate director Natalie Merrison said that Foxy had managed to stand out in a crowded market “using clever branding and a great product."

"As an extension of the Foxy marketing division, we will be working closely together to grow the player base and maximise revenues for both investors and affiliates," Merrison said.

It becomes ActiveWin's latest high-profile client, with its managing director Warren Jacobs noting that the agreement reinforces his company's reputation as one capable of managing the biggest brands in iGaming.

"ActiveWin team is looking forward to partnering with Foxy to build on its impressive success," he added.