London-listed operator Jackpotjoy has named English TV presenter and comedian Paddy McGuinness as the new face of its Jackpotjoy online bingo brand.

He succeeds Barbara Windsor who has appeared in Jackpotjoy ads as the 'Queen of Bingo' since 2010. As the brand's main ambassador, McGuiness will feature in online and TV ads for the UK-facing operator.

The first ad in the new campaign aired late last week in the UK, and saw McGuinness decorating his home with royal-themed mechandise, and Windsor's Queen of Bingo endorsing him as her successor.

"We're ecstatic to welcome Paddy on board as the new face of our latest Jackpotjoy campaign," Jackpotjoy chief executive Irina Cornides said. "We wanted someone who fitted well with the brand and, just like Jackpotjoy, Paddy is entertaining, fun and someone that our target audience resonates with."

"What a thrill to be Jackpotjoy's new royal ambassador and be a part of this fantastic campaign," McGuinness said. "Bingo is in my blood. My mum used to work in the local bingo halls around Bolton and it's a game that this country loves.

"As you'll see in the advert, it was an emotional moment for me to receive the final endorsement for the legendary Barbra Windsor."