Bwin.party strengthens 888 ties with Foxy-branded casino

Bwin.party has said brand consistency was the primary reason behind the firm’s decision use 888’s Dragonfish platform, rather than its own proprietary casino, to power the new FoxyCasino.com site.

FoxyCasino.com launched on 888’s Dragonfish platform last week, and offers players more than 150 games including titles such as Millionaire Genie and Rainbow Riches, table games such as roulette and blackjack, plus live dealer casino.

And speaking to eGaming Review, bwin.party director of games Golan Shaked said the firm decided not to use its own proprietary casino platform to ensure “consistency under one brand”, with FoxyBingo also using Dragonfish.

“We are able to provide a similar look and feel to the player journey,” Shaked said. “While we don’t necessarily expect the same audience to play on both FoxyBingo and FoxyCasino, we do want to have a consistent user flow representing the brand,” he added.

The operator said its PartyCasino, bwincasino, and FoxyCasino brands would “co-exist” as they are offering “two different customer experiences” with FoxyCasino to be targeted towards British players and PartyCasino primarily an international brand.

“I believe players would be able to differentiate between the two propositions and enjoy both,” Shaked said.

Bwin said it has made a commitment to being “mobile first” with FoxyCasino launching with a dedicated iOS app and an optimised browser app for mobile, as well as being available on desktop for PC and Mac.

The launch of FoxyCasino.com comes almost a year after bwin.party and 888 extended its Dragonfish bingo agreement until 2018.