Cashcade

Cashcade LtdType| Subsidiary

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Industry| Online gambling / Online bingo
Fate| Acquired
Successor| PartyGaming
Founded| 2001 (2001) in London, UK
Founders| Simon Collins and Patrick Southon
Defunct| July 2009 (2009-07)
Headquarters|

Douglas

Isle of Man

Key people

| Adele Lawton, Group Head of Bingo Brands[1]
Products| Foxy Bingo, Foxy Games, Cheeky Casino.
Parent| Entain

Cashcade Ltd was a UK-based online gambling marketing company that was a pioneer in the introduction of the concept of ‘free bingo’, as well as the delivery of online bingo to the mass market.[2] It went through several ownership changes and has been owned by gambling operator Entain since 2017.

## Contents

* 1 History
* 2 Brands
* 2.1 Foxy Bingo
* 2.2 Foxy Games
* 2.3 Cheeky Bingo
* 3 Charity work
* 4 References
* 5 External links

## History

It was founded in 2001 by Simon Collins and Patrick Southon and was acquired by PartyGaming in July 2009.[3][4]

The company subsequently became part of bwin.party digital entertainment plc in March 2011, following the merger of PartyGaming with bwin Interactive Entertainment AG[5]

Cashcade's current parent company is now owned by the multinational online gambling operator, Entain, who took control of the business as part of its acquisition of Bwin.party and subsequently Cashcade in February 2016 following a competitive bidding process with 888 Holdings.[6][7]

## Brands

Cashcade owns aseveral online bingo and casino brands, including Foxy Bingo, Foxy Casino and Cheeky Bingo.[8]

### Foxy Bingo

Foxy Bingo is an online bingo site that features a human-sized fox mascot called ‘Foxy’ whose identity remained anonymous until March 2017 when Heather Graham was revealed as the new face of the brand[9] as part of a £10 million Marketing Campaign.[10][11]

Foxy Bingo is Cashcade's flagship brand and was acquired by PartyGaming in 2009.[12][13]

### Foxy Games

Foxy Games was founded in April 2015 as Foxy Casino, and is the slots and live game room derivative of Foxy Bingo. The games hosted on the website aim to prioritise mobile use.[14]

### Cheeky Bingo

Cheeky Bingo was first established in 2009, where it won an awards for the ‘Best Newcomer’ and ‘Best Innovation’ at the 4th Annual Online Bingo Summit.[15]

## Charity work

Cashcade has sponsored several charities including in 2009 being a lead partner for Red Nose Day other work includes Motor Neurone Disease Association, The Vision Charity and The Disability Foundation.[16][17]

## References

1. ↑ Menmuir, Ted, (8 August 2016). GVC Appoint Adele Lawton as Group Head of Bingo. SBCNews.co.uk.
2. ↑ Mortimer, Natalie (5 March 2014). Cashcade Ltd enlists UM London for Foxy Bingo and Cheeky Bingo brands. TheDrum.com.
3. ↑ Osborne, Alastair (13 February 2008). Cashcade flush on £100m float prospect. The Daily Telegraph.
4. ↑ (23 July 2017) PartyGaming expands bingo business, acquires Cashcade for up to £95.9m. ProactiveInvestors.co.uk
5. ↑ Murphy, Paul(29 July 2011). partygaming and bwin plan merger. Financial Times
6. ↑ "GVC Holdings (UK): Acquisition of Bwin.Party Digital Entertainment (UK) - Informative Notice - Amendment Treatment in FTSE Indices". FTSE Russell. 22 January 2016. http://www.ftse.com/products/index-notices/home/getnotice/?id=1360519. Retrieved 26 April 2017.
7. ↑ (Date???) GVC clinches £1.1bn deal for Bwin. Financial Times.
8. ↑ O’Carroll, Tristan (23 July 2009). IN&M sells its 18% share in Cashcade. Campaign.
9. ↑ Minn, Hayley (9 March 2017) 'I'm just having a wazz' Heather Graham is unveiled as face of Foxy Bingo in hilarious new advert The Mirror
10. ↑ Menmuir, Ted (6 March 2017) Foxy Bingo recruits Heather Graham as new face of Foxy SBCNews
11. ↑ Edmonds, Lizzie (6 March 2017) You're not told Leonardo Dicaprio's age when you read him so why mine The Standard
12. ↑ Sweney, Mark (23 July 2009). Independent News & Media sells Cashcade stake to PartyGaming. The Guardian
13. ↑ King, Ian (23 July 2009). Independent sells Cashcade website to PartyGaming. The Times.
14. ↑ Darkin, Stewart (8 April 2008). Foxy Bingo launches casino site. IntergameOnline.com.
15. ↑ (3 February 2009). Cashcade scoop four coveted awards. Daily Mirror.
16. ↑ Lisa (2 November 2009) Bingo Giant Cashcade raising funds for charity thebingofinder.co.uk
17. ↑ Galecki, Irek (1 February 2007) Foxy Bingo joins forces with Katie Price , ukgamblingonline.com

## External links

* Foxy Bingo Official site
* Foxy Games Official site
* GVC Holdings Official Site

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