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Cheeky Bingo Gets a Makeover

One of the online bingo world’s oldest brands is having a revamp. The changes at Cheeky Bingo will be revealed on Tuesday, 2nd November 2021. From then on, players at Cheeky Bingo will be able to enjoy playing in a fresher and more vibrant environment.

What’s changing?

For starters, the rather garish plum and yellow colour scheme is being toned down by the addition of some more calming pastel tones, mainly in pink. The site’s mascot, a cartoon character called Miss Cheeky is also being retired and a real-life face is taking her place, if only in pop-art style. A more mature tone of voice is being introduced too.

Why is Entain doing the rebrand?

Both gambling operators and game designers must ensure that their products do not appear to appeal to minors. Hence Dragonfish removed many of its sites’ cartoon-style mascots and graphics over the past few years.

As a responsible operator, Entain must ensure that it encourages players to gamble safely and that its brands (such as Cheeky Bingo) do not attract children.

By updating the site with a new tone of voice and look, Entain has helped to adhere to safer gambling guidance while also making it more relevant to its current player base.

Who carried out the changes?

The rebrand comes courtesy of Entain’s in-house creative agency, Wave, and according to its Senior Brand Marketing Manager, Kim Mills, the process has “been a drastic refresh”.

More about Cheeky Bingo

Cheeky Bingo made its debut back in 2009 by a company called Cashcade which has since become part of Entain. It was an early adopter of free bingo games and quickly pulled in awards for “Best Innovation” and “Best Newcomer”. It also appeared on TV in a number of fun commercials.

Cheeky’s sister sites include Foxy Bingo and Foxy Games, although it operates an exclusive player rewards system which includes Freebie Fun, Double Delights, Surprise Draws, Birthday Boosts and Sneak Peeks.

If you’d like to know more about the brand, why not check out our new Cheeky Bingo review and find out how to claim the welcome offer?

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