Foxy Casino Relaunches As Foxy Games

Article Updated On 1st October 2019

The last few years have been quite dramatic for Foxy Casino. It launched in 2015 on the Dragonfish platform with the aim of emulating the success of it's sister bingo site. In an attempt to boost it's popularity Hollywood star Heather Locklear was signed up as a brand ambassador. Her stint as "Foxy" lasted barely 12 months and since then the bingo and casino brands have moved to Cozy Games. But in a final twist the casino site has now been closed.

Foxy Casino Closes

However all is not quite as it seems. Out of the ashes of the departing Foxy Casino rises a new site - Foxy Games. It's actually a rebrand of the original casino. Old players can still login with their usernames and password to access their accounts. The site also still offers a wide range of top slots, Slingo games, Megaways slots and live casino. If Foxy Games is essentially the same as the old casino site - why have these changes been made?

Softer Approach

We think that by rebranding from 'Casino' to 'Games' it makes the Foxy slots service more appealing to a generic slots audience. A casino is often seen to be a site for hard gaming such as blackjack and roulette. The name can actually deter players, especially those who prefer bingo or slots. Many sites that offer slots tend to go for a softer approach and therefore adopt names such as 'Spins' 'Games' or 'Vegas'.

Another theory may well be that the Foxy Casino brand hasn't exactly been a success. In our view the Heather Locklear exercise was an insane decision and moved the whole Foxy brand away from it's roots to a whole new hemisphere. The idea of Locklear acting as Foxy was clever but once she left the role it gave no room for manouvere. Furthermore it didn't exactly make much difference to player interest in the casino.

Legacy Of Disappointment

Another problem for Foxy Casino was that in 2017 GVC pulled the plug on affiliate activity. This means a lot of sites don't rate the brand and many reviews reflect affiliate disappointment. Whilst Foxy brands are now working with affiliates again there's still a legacy online which the brand will never shake off. By changing the name it's perhaps hoped that the bad days of Foxy Casino are forgotten.

A name change doesn't necessarily equate to a clean slate, but to excuse the pun, it's worth a gamble. Foxy Games can now be pitched as a new site, with exciting slots and promotions. Players - and indeed site reviewers - who were unhappy with the casino may now be encouraged to take a look. We expect that GVC will be working hard to develop the Foxy Games brand - possibly with the aim to get it bigger than Foxy Bingo.

Can Foxy Games Succeed?

Foxy Games offers players access to some of the best slots online. These include the Megaways series and a good choice of Slingo games. There are also 'exclusives' but all is not quite what it seems. The 'exclusives' include slots such as Cake Off and The Chase. We can tell you that these are not exclusive to Foxy as they are available to players at Gala Spins, Gala Bingo and Foxy Bingo.

With so many slot sites to choose from - on top of the various bingo sites and casino brands that also host games - this is a very crowded market. Rebranding seems sensible in respect to moving away from the failed casino, but Foxy Games needs to offer more to players. Whether that happens remains to be seen. However we are left wondering just how much money the failed Foxy Casino project, complete with Heather Locklear, actually cost.

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