Clients Fume as Betfair and Paddy Power Betting Sites Crash

Millions panic over their betting accounts as Betfair and Paddy Power website crash. The two betting companies’ sites experienced technical hitches. Clients who could not use the sites complained about the issue on Twitter.


A message posted on the Betfair site apologized for experiencing technical issues with their website. The message further notified clients that the company was working to resolve the issue. A client tweeted to Paddy Power that he was unable to access his account and inquired how long it would take to resolve the issue.


Another one wanted an answer as to when the website and the app would resume functioning. The two giant Betting firms have now confirmed that their sites are functioning as usual. A Betfair spokesperson tweeted that the site was up and running smoothly. The spokesperson further apologized for any inconveniences caused.


A different tweet not only apologized to the clients for the crash, but it also explained that the firm would not be held liable for bets that would have been placed by customers at the time of the website crash. Likewise, Paddy Power took the same bold initiative on Twitter to affirm that they were aware of the technical glitches affecting their site.“We are doing our best to make sure things are back to normal with our site; we will update you on our progress.”They later confirmed that their site was up and running.


The tweet sincerely apologized to their clients for the inconvenience caused by the technical glitch. A Paddy client was bold enough to ask for €1000 free bet just before the crash after noticing some issues with the betting site. Betfair also wrote that they were experiencing issues with their website across all their products.“The issue is currently being looked into. We will rectify it as soon as we can. We apologize for the inconveniences caused by the technical glitch. Betfair and Paddy Power merged in September 2015 after agreeing to their terms of operation. The result of the merge was that Paddy Power shareholders would own 52% of the business and Belair shareholders would own 48% of the company. The merger was officially completed in February 2016.


Two months later, in April, the firm made a shocking announcement about the loss of 650 jobs both in Ireland and the United Kingdom. The firm, currently with a different face, is among the businesses listed on the London Stock Exchange. It still maintains distinct and separate brands in Italy, the UK, and Ireland. At the moment, its operations cut across four divisions: retail, online, the United States and Australia.


The online sector comprises Ireland’s and UK’s Betfair and Paddy Power. Betfair’s operations include an online betting exchange. The two firms combined to operate over 600 street retail shops in Ireland and the United Kingdom. Last year, the firm’s revenue grew by 13% from the previous year to a whopping €1.745 billion. At the same time, the operating profit went up by 19% to €393 million. The figures were made public in March. At the same time, the firm announced that Europe’s platform integration was successful by January 2018 and is now focused on evolving customer-facing products.


The firm further announced that it would invest an extra €20 million in customer propositions and market this year to boost their brand in the United Kingdom and the Betfair brand in the global markets.

Responsible Betting Key in LeoVegas’ Bid for License to Operate in Sweden

LeoVegas, a mobile-focused online betting firm, has confirmed that its application for a license that will see it offer sports betting and casino in its native country of Sweden. The move is part of its expansion efforts in the industry and responsible betting.


Beginning January 1, 2019, Sweden will become a licensed betting market. In line with that goal, the country started an application process ahead of the record restructuring of its gambling laws.


LeoVegas is seeing the Swedish market as an important element in its efforts to achieve 2020 financial targets. Its goal is to realize a revenue of at least €600 million and EBITDA of €100 million and above.


Considering the mounting pressure on betting firms to adopt responsible betting, LeoVegas has adopted the issue and turned it to an advantage. It is now differentiating itself through the commitment to responsible betting. The efforts have been profitable as they have positively impacted revenues – in the second quarter of the of the year, the company’s Net Gaming


Revenue (NGR) from the regulated markets accounted for 39% of its total NGR.

Responsible betting is a great opportunity to localize a firm’s offering and become more relevant to the region. Through it, more marketing channels are created while the customer experiences are improved.LeoVegas is positive about the extensive guidelines required for responsible gambling that Sweden regulating market will offer. Commenting on the firm’s application, Gustaf Hagman, the group’s chief executive officer said, “LeoVegas has always had a focus on this area and it is something that it welcomes.”


In the Swedish market, LeoVegas will be fronting LeoSafePlay, its responsible gaming platform. It is operated as a stand-alone business to ensure that it has an undivided focus on growth and implementation of market trends in the responsible gambling field. It seeks to use upcoming technologies such as artificial intelligence and machine learning to offer the best experiences for the next generation of gamblers.


The firm is hopeful that the application will be successful. That way, it will have an opportunity of advancing its culture, offering the best gaming experience for people betting in its home country, and ultimately increasing NGR from regulated markets. In the long run, the firm will generate more of its NGR from the regulated markets which are viewed as prohibitive by a majority of other industry players.


Hugman revealed that LeoVegas has been eyeing the Swedish market. He said, “While it has been known for some time that Sweden is introducing a local license system, it is very exciting to formally submit an application and that is something we have been looking forward to for a long time.”

“Sweden becoming a locally regulated market is a milestone for the country, the industry, and LeoVegas.” He stated.


“Now for the first time, everyone can compete on equal terms in a regulated environment, where responsible gaming is a very important part,” he continued indicating the importance that the Swedish betting market will have.


He expressed optimism by saying, “We believe we have great opportunities gaining market shares in the Swedish market. LeoVegas is a company that operates in several regulated markets and thus has the right tools and knowledge to create sustainable and strong growth.”


The UKGC Rolls Out Better Gambling Protection Rules

The United Kingdom has been consistently hailed as a role model for online gambling licensure and regulation. Some gaming professionals are however of a different view. This is because most companies have in the recent past violated the various laws, rules, and regulations that govern gambling.


Some of these violations include those stipulated by the Advertising Standards Authority and the United Kingdom Gambling Commission. Examples of these violations include running misleading advertisements, targeting children who are not mature enough to gamble, and placing unnecessary restrictions on the withdrawals of earnings.


These violations have led to public outcries from various quarters. Most gamblers have complained of misleading bonuses and adverts. Most parents have also expressed concerns that their children have been unnecessarily bombarded with undesirable advertisements.


In response to these complaints, the United Kingdom Gambling Commission has put in place measures that are geared towards rectifying these problems. It has subsequently announced the introduction of new rules that gambling firms shall have to abide by starting from October 31st, 2018.


These rules and regulations are largely geared towards safeguarding the interests of the consumers especially from those adverts that are deemed misleading. They are also meant to shield the vulnerable segments of the population from undue exploitation and deception.

The most significant aspect of these restrictions is stiffer penalties on the companies that violate these regulations. Additionally, the gambling commission shall have the powers to enforce the new laws which shall also include the ability to impose hefty penalties on those operators that breach the prevailing advertising rules.


Further to these, the gambling operators shall be required to resolve any complaints that arise internally. They shall do so within an eight-week window. In case this window elapses without the dispute having been conclusively dealt with, the third-party shall be free to bring the said issue to an arbitration body.


The commission had these to say about the new regulations: “We will now have the teeth to deal appropriately with all the emerging issues. We shall particularly deal ruthlessly with the firms that tend to glorify gambling. We shall also be unforgiving to those gambling operators that tend to target children and other vulnerable persons in the society.”


Other than these, the commission has also put in measures to make it easier for the gamblers to receive their dues. It has lifted the cumbersome withdrawal restrictions that most operators put in place to prevent their gamblers from receiving their incomes. The same case shall apply to unsolicited commercial e-mails.


Neil McArthur, the Chief Executive of the Gambling Commission, had these comments to state:

“It is our utmost priority to shield the interests of the consumers. The same has to apply to the gambling operators. The changes we have instituted shall offer added protection from irresponsible adverts and misleading promos. They shall also see to it that gamblers withdraw their incomes faster and smoothly.”


These measures shall undoubtedly inflate the costs of doing business. However, they are also beneficial to the gambling operators. They have the impact of instilling confidence on the gamblers. This has the attendant positive impact of increased revenue inflows and income of the operators.


Yggdrasil Enters the Competitive Betting Market

Yggdrasil, a leading platform and games developer, is set to make an entry into the heavily-regulated online casino market of the Czech Republic. It is set to supply contents to the Tipsport licensed operator.


At the moment, the company services around 1,000 retail points of the Tipsport bookmarker. It anticipates growing its online footprint after entering the online market of the Czech Republic.


After its grand entry into the market, the company expects to unleash its full array of online games. This development is anticipated to improve the fortunes of Tipsport online casino. It plans to use the BOOST promotional tool to achieve this noble objective. It also plans to drive engagements through the in-game tournaments, missions, and cash races, among other intervention measures.


While revealing these strategies, Fredrik Elmqvist, the Chief Executive Officer of Yggdrasil had the following to say:

“In February this year, we entered into an agreement to enter the Spanish market. This is one of the fastest-growing markets of the European Union. It is also one of its most exciting jurisdictions. This day, we are officially declaring our official partnership with the Czech Republic’s Tipsport leading brand.”


He further went to state: “As part and parcel of our overall strategy, we are devoted to the expansion of our regulated market footprint. In case we have a feeling that an environment suits the goals and aspirations of our promotional tools and leading games, we shall gladly enter it in partnership with other like-minded stakeholders. We are hereby pretty excited to be nurturing a long-term partnership with Tipsport from now henceforth.”


Jakob Lorentzon, the Head of Online Casino for Tipsport, had these to say: “We are greatly pleased to be entering an alliance with a very innovative and dynamic business entity of Yggdrasil’s caliber. The games it deals in perform very well, on average, in the heavily-regulated markets. We are subsequently looking forward to providing our expanding customer base those games and other products.”

He further went on to add: “We have had a very busy first half of the year. We have signed deals with Intralot, a global gaming operator as well as lottery solutions innovator. The content platform of the company has been certified to operate in Spain. The agreement allows the company to supply deals with other like-minded online operators like the 888 Holdings Plc, Global Gaming, Lottomatica, and Stanleybet, among others.”


The new gambling legislation which was approved by the Czech Republic in 2016 and which took effect from January 1st, 2017 is likely to impact the gambling business considerably. This new piece of legislation grants foreign-based operators the leeway to obtain gambling licenses in the republic for the first time.


Some tangible fruits have already started showing up in response to this move. For instance, the online regulated gambling market brought in some €1.58 billion in gross revenue in the trading period ended December 2017. In the same duration of time, the online market contributed a whopping €380 million to the Czech economy. It would be interesting to see how far these positive impacts are likely to last.


Paddy Power Betfair and Boyd Gaming get into a Strategic Agreement

Paddy Power Betfair has again proved to be on the forefront establish a strong foothold in the U.S sports betting markets. Paddy Power Betfair is a betting company based in Dublin and Ireland, but it is now operating in U.S markets with sister companies such as FanDuel.


It seems Paddy Power Betfair team had prepared a beast marketing strategy to give them the top-notch spot in the sports gambling markets in the U.S. Paddy Power has been moving in the U.S markets more aggressively than all other online casinos. The UK bookmakers have recently made another significant move by announcing a strategic partnership between Boyd Gaming and FanDuel. It was a win to win situation for both companies type of agreement where while working together they will dominate the U.S bookmarking markets primarily in the sports betting and online gaming fields.


FanDuel is a popular U.S online fantasy sports betting website. In May 2018 Betfair US purchased 61% shares of FanDuel total shares plus an option to keep on increasing more dividends percentage up to 80% in 3 years or to 100% in five years period. Therefore when Paddy Power Betfair struck another deal with Boyd Gaming via FanDuel they opened up for doors to successfully capitalize on the sports and online betting all over U.S. Boyd Gaming is one among the biggest multi-state casino companies in the U.S that owns more than 29 casinos in 10 states while FanDuel has over 8 million customers across 45 states in America. Boyd Gaming stakes shot up to 1.7% at 36.79 on that day’s stock market.


Terms and conditions binding their agreement subjected to state laws and regulatory board approvals affirm that FanDuel will provide technology and other related services to operate all online and sports betting sites that are under Boyd Gaming platforms. Financial analysts and other stakeholders have a strong positive feeling that the deal would have secured a long-term solution of running the largest sports betting and online gaming services.


The Chief Executive Officer of the FanDuel group, Matt King, said that “There is incredible momentum in the sports betting space and we look forward to partnering with Boyd Gaming to bring the FanDuel Sportsbook to more customers across the United States.” This partnership will greatly help FanDuel solve the problem of its accessibility in different states. Despite that the supreme and other state courts legalized sports betting and online gaming, bookmakers still have a big challenge in getting operational licenses from many states governments. By partnering with Boyd Gaming, Fanduel will joyride on the advantage that they will be operating across all current and future states that Boyd Gaming will have its footprint.


The Chief Executive Officer of the Boyd Gaming group said that “we will be positioned to build market-leading sports-betting and online gaming operations in each state as they move forward with these new forms of entertainment. We will also see immediate benefits from our cross-marketing agreement with FanDuel, introducing millions of FanDuel customers to Boyd Gaming’s properties nationwide.” Boyd Gaming will be offered with technical know-how and resources that will run gaming and betting operations in a more user-friendly in return for providing them with market accessibility.


In short, this deals allows Boyd Gaming run their online gaming and sports betting websites on using FanDuel’s technology while in return they let FanDuel operate its own online gaming services in all states where Boyd Gaming have or will have a license of operation with an exemption of the Nevada state.


Brand New Advertising Rules Imposed on Gambling Operators

The gambling industry is taking a toll on the British society. This is with regards to findings that was deduced by the joint Competition and Markets Authority (CMA) and the Gambling Commission committees. These findings deduced that online gamblers were hardest hit with the menace.


Most members of the British society have lodged complaints with the UK regulatory watchdog. Indeed the watchdog has received countless complaints from the members of the public. They have particular raise issues with the fact that the government failed to deal conclusively with the £100-per-spin fixed-odds betting terminals. These two terminals jointly earned a whopping £1.8 billion a year for the bookies.


As a response to these complaints and criticisms, the government has instituted harsh reactions. These restrictions mainly govern the kinds of persons they might impact as well as the number of persons they may possibly reach.


It came up with these stringent measures after holding a thorough and inclusive consultative forum with the various stakeholders in the field of gambling. These include the various betting firms, consumer watchdog agencies, and representatives of gamblers.


To make these resolutions a reality, the UK gambling commission has issued several directives to these effects. It has made it simpler for gamblers to redeem their deposits in the event that the gambling company concerned is found guilty of violating the laid down rules of engagement. This directive shall take effect officially on 31st October 2018.


Also, the betting firms that are found guilty of breaching the laid down codes of conducts that face heavy fines. Some of the most critical areas that will attract these heavy fines shall be adverts that target small children, those that tend to make gambling appear glamorous, those have misleading information and those that tend to encroach into the personal space and privacy of consumers. This Directive shall also apply to the third party marketing firms like the marketing agencies.


Over and above these fines, the gambling commission has also imposed an eight-week cap on the resolution of all disputes. This is to minimize the tension that generally builds up whenever such issues arise. It will also guarantee a speedy resolution of the said issues and ultimately confer greater inconveniences to the consumers.


A couple of betting firms have already arrived at their way-forwards as regards these new developments. Ladbrokes, BGO Entertainment, William Hill, and PT Entertainment have already indicated that they will alter their rules of bonuses. They have stated that they will revise the way in which they issue their bonuses to be consistent with the new regulations.

Brian Chappell, the founder of the Justice for Punters, had these to say:

‘It is interesting to note that the Gambling Commission has finally conceded the fact that gamblers require tighter regulatory frameworks. It is not possible to state with absolute certainty that these regulations will truly achieve their desired ends at the moment. The truth shall become clearer only with time. Let’s wait and see if these regulations shall bring about far-reaching repercussions. Even though this directive is not comprehensive, it is nonetheless highly welcome.’


Bushtucker Trial Challenge Raises £2 Million just for Charity from Mecca Bingo

It is a one of a kind celebration inside the Mecca Bingo Birkenhead buildings for a job well done. Unlike other companies who engage in charity as a marketing plan, it is undeniable that Mecca Bingo staff does it with passion.


It is in their consistency and their recently completed challenge “Bushtucker trial” that raised £2 million which was meant to go to Carers Trust. Carer Trust is an organization that provides

support to all careers above the age of 16 with all the help they need.


The Rank group which owned Mecca and Grosvenor casinos got into partnership with the Career Trust in February 2014. Since this time employees from both companies under Rank group have been consistently contributing together in one pool that is aimed at providing financial support to a liberal agenda on helping carers have a less challenging life.


It has been in their routine to participate in such like events in the past, but the most recent one which has been worth the talk of the town. The senior team at Mecca Bingo started a “Bushtucker Trial Challenge” in which it featured unusual food recipes which worked in handy as a fundraising campaign motive. The menu included critter cocktails, mealworms, buffalo worms, creepy crawlies, with all these lies on a bed of lettuce sprinkled with some dry cricket flour.


The team from Chester put in all their efforts in these charity fundraising campaigns. Thanks to all those who keep up with the consistency sacrificing their time, money and attention to someone who really needs them. This is a good example of how companies should be focusing on how to give back to the community in a memorable way. It is not a common thing to find a company raising such a big amount dedicated to charitable purposes. Therefore we appreciate the efforts and dedication made by everyone at Mecca Bingo Birkenhead who contributed to making this such a big success.


The Rank Group chief executive commended the act and expressed his pride with his team in their support at reaching the £2m milestone. He said that his team worked hard throughout the year to make sure they genuinely offer the best they could give to our charity fundraising programs. He added, “the achievement would not have been possible if all employees could not have offered their dedication and incredible support.” For sure it seems the company’s goals are well aligned alongside its employees no wonder chief executives from both companies noticed about the unity in how goals are achieved in Mecca Bingo was a thing of common interest to all. Gilles Meyer, the chief executive of Carers Trust, pointed out more on the humanity side of it.


According to its research, it claims that the UK currently hosts seven million carers. Therefore Meyer concludes that three in every five of us will end up being carers at some point in their lifetime. Some of these carers find themselves in desperate needs for things that charity funds will be of great help to them. Dave Lowry the general manager at Mecca Bingo, Chester generally just thanked every team member, customers and everyone who has taken something out of his pocket for the joy of other needy groups in the society.


UK Betting Firms Under Probe Following the World Cup Fallout

During the just-concluded 2018 FIFA World Cup, many people and households complained about being bombarded with betting and gambling adverts. Much of the complaints have concerned the intrusive nature of those adverts.


world cupMany have claimed that the adverts ate a few of their live matches. A number of the complaints have concerned the urgent manner in which the advertisers have wanted their target audience to bet. In light of this, a whopping 115 have forwarded their complaints to the Advertising Standards Authority.


An independent study by the Guardian deduced that on average, UK viewers were exposed to around 90 minutes of betting adverts throughout the four-week tournament. The research also pointed out that most parents were uncomfortable with the fact that their children were exposed to such adverts.


This, they argued had the impact of normalizing gambling and inducing their young ones to the practice before they are old enough to do so. Lastly, there was also concern among viewers of the way in which the betting firms push their message. Most they said used pressure tactics that made them respond impulsively. There was some unanimity among the viewers that some appropriate actions be taken in response to this menace.


In light of these allegations, the UK advertising watchdog has instituted official investigations. The main target is the Bet365, Carol, and William Hill which has been identified as the greatest culprits. They have allegedly broken the new rules that were put in place to put a halt on problem gambling.


These three firms have been noted to have crossed certain boundaries. The formats they use and the messages they have used have particularly been identified and being way off the mark. These approaches are not recommended for gambling adverts as they tend to encourage problem gambling.


The UK advertising watchdog is currently evaluating those complaints to ascertain the grounds on which to institute formal investigations. They are particularly going to deduce whether the tactics that were used by those companies indeed violated the advertising codes of the United Kingdom.


The advertising watchdog is expected to follow the footsteps of its Australian counterparts in charting the way forward. In light of this, it is anticipated to recommend a variety of steps to be taken in response to the menace. It may, for instance, recommend an overhaul of the existing laws, an alteration of the mandate of the advertising watchdog, and the penalization of the at-fault betting firms.


The UK advertising watchdog has no jurisdiction to oversee the number of adverts which appear in the FIFA World Cup matches. This is because such matches fall outside the mandate of the rules which govern gambling companies and their adverts, especially towards small children. It is therefore interesting to see its recommendations as regards the way forward.


This being the case, the Advertising Standards Authority shall only be to determine whether the said betting adverts which featured live odds broke the new rules that we put in place in February. It will also seek to determine whether the firms encouraged the menace of problem gambling.


Farther afield, many other nations have already started taking this path. Italy, for instance, has already started putting in a legal framework to completely ban gambling adverts. Its Minister for Labour and Economic Development, Luigi Di Maio has taken the lead on the issue.


He noted that whereas the practice of gambling generates plenty of tax revenue to the government, its grave societal repercussions far outweigh the tax revenues. He further termed it as a disease which has to be eliminated by all means. These steps shall take effect from January 2019 despite opposition from a number of betting firms.


2018 World Cup: UK Gambling Advertising Received Criticism


Over 90% of TV advertising breaks during most of UK live football matches consist of at least one type of gambling advert. This according to a recent study by Victoria Derbyshire, which evaluated well over 25 games, which involved live soccer broadcasting in the UK


More so, one in five of the commercials displayed during 25 matches, was for betting purposes.

The UK government has recently considered the implementation of the appropriate controls for the ever-increasing number of gambling ads.


According to betting firms, the adverts have `limited impact` on gambling rates

Based on a contract with the industry, advertisements can only be broadcasted after 9 pm, with an exception in sporting events.


Early this year, countries such as Belgium and Australia passed a law to ban gambling adverts that were broadcast before the watershed period

Just in the previous month, the Local Government insisted that improved restrictions needed to be implemented to control the advertisements. According to the government, there was an increasing concern about the number of gambling adverts, which were compromising the state’s ability to be socially responsible for growth.


The state outlined the fact that adverts in the live matches were broadcasted to millions of viewers which also included children, while most of the Premier League and Championship teams received funding from betting companies


Besides that, a recent similar study conducted by the Goldsmiths University showed that an average of 250 distinct adverts was displayed during the BBC`S Match of the Day Session. Most of these adverts were on hoardings, post-match interviews, just to name a few. These advertisements have caused concern all over the country, with many believing that it should be controlled.


The UK advertising watching is also evaluating various claims about the irregularities in advertising by several betting companies. Some of these companies including Bet365, Coral, William Hill, just to name a few. It is reported that the advertising standards authority of the UK received hundreds of claims from views about the gambling ads which were broadcasted during the World Cup. This well over three times the number the watchdog receive in the previous month before the World Cup had started.


Most of the complaints received by the watchdog group are related to the number of gambling ads that appeared during the competition. Other groups also determined earlier in the week that World Cup viewers in the UK were exposed to an average of 90 minutes of betting ads. Most of the complaints also mentioned that the gambling adverts were irresponsible and insensitive to children.


Increased restrictions and regulations on advertising are to be expected in the next few coming weeks.These restrictions are likely to be released by the Department for the Culture, Digital, Media and Sports at some point this year.


The government has also taken a stance on the issue by stating that `gambling companies` have the role of protecting their players. More so, the state also added that more work is required if these results are to be achieved.



Jeremy Kyle Show on ITV Lands New Sponsorship from Sun Bingo

Starting Monday 16th July 2018, the UK’s online bingo property Sun Bingo has just confirmed on taking over the lead sponsorship to the daytime program on ITV, The Jeremy Kyle Show. Hannah Swales who is the head of Sun Bingo confirmed to the market for the sponsorship. She stated that the show would become the latest Sun Bingo’s high profile lead partnership.


The tabloid talk show has been in broadcast since 2005 being broadcasted each weekday at 0925h and is considered a long-standing flagship asset for the ITV studios programming. Up-to-date it has recorded over 3000 episodes where Jeremy Kyle together with other guests tries to solve the raised confrontations.


Speaking to the media, Hannah Swales said, “The Jeremy Kyle Show is one of the UK’s prime daytime TV shows with over 3000 episodes to date. We are excited to be partnering up with ITV and we will be looking to build on our latest campaign of ‘Are you Gonna Bingo’ to deliver a fun engaging message to a brand new audience.”


Regarding the sponsorship, Sun Bingo intends to use the programs social media inventory which represents a first for any commercial partner which is involved with the Jeremy Kyle Show.


The sponsorship has also seen the Sun Bingo secure the TV idents for the morning talk show as a promotional platform. They have even brought back UKs female comedian Jayde Adams as the face of the video on demand promotional content dubbed, “Are you Gonna bingo?”


In support of the sponsorship, Sun Bingo has appointed Pulse London sister agency The&Partnership as a marketing lead. They are to assist in the creation of creative content and messages that are aimed at promoting the company.


The partnership will see The&Partnership help in refreshing and rebranding the brand. This will be done through a targeted campaign spanning TV, through the print, the digital and social media campaign as well as through the radio campaigns with the title, ‘Are you Gonna Bingo?’ Starting last week on Wednesday the campaign went on air being directed by the acclaimed director Jack Clough. Jack Clough is a renowned director, having recently directed BAFTA which is a winning comedy series, ‘People Just Do Nothing.’


In an interview, Sun’s marketing boss Kate Bird said, “Our readers and customers love the Sun brand for being proud and fun, so we challenged The&Partnership London to refresh our award-winning, world-breaking-record Sun Bingo brand in a fun and exciting way.”


To attract new and younger audience to the Sun Bingo’s online gambling, they have brought in Jayde Adams with a funny grime inspiring music video. The video has been featured at a bus stop, on the red carpet, at a tea plantation and also as she is sitting on the back of a talking racehorse.


Using the comedian has brought in a lot of social media attention. Jayde has previously won different honors including Funny Women Awards in 2014 and recently won the Best Newcomer award at the Edinburgh Comedy Awards in 2016.


ITV is set to run the ident on the show, through span prints and also in the social media. Its main aim is reminding the viewers that they can play anytime, anywhere on their smartphone with Sun Bingo. They are also focusing on bringing on board a new audience.


Yan Elliott who is the Joint Executive Creative Director at The&Partnership London remarked, “It was a delight to have comedian Jayde Adams back in the studio from our ‘Are you Gonna Bingo?’ campaign to help us create some genuinely funny, relatable characters. The partnership with Jeremy Kyle is perfect for the brand, and we hope Jayde and her pals keep audiences as entertaining as the show does!”