Cheeky Bingo to Undergo Revamp This Week

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Cheeky Bingo, one of the flagship bingo brands owned by Entain plc (LSE: ENT), is undergoing a revamp and will be relaunched this week.

The new look for the popular bingo site includes a new logo, tone of voice and website refresh.

The new and improved Cheeky Bingo website goes live on Tuesday 2nd November and aims to make the brand feel more relevant for today’s audiences and market, as well as adhering to safer gambling guidelines.

Owners Entain plc (LSE: ENT), who themselves have been the subject of a recent takeover bid, have implemented changes which include switching the Cheeky character from an outdated emoji bingo ball to a fresh human version, a new pastel colour palette and a more grown-up tone of voice.

The re-brand was carried out by Entain’s internal Wave agency. Niomi Fogdon, design lead, said this about the inspiration behind the new look: “Only the cheekiest of glow-ups would do for such a fun brand, and I’m proud to be part of the team that has worked so hard to turn Cheeky Bingo into Cheeky Bing !”

Kim Mills, senior brand marketing manager, added: “We are thrilled with Cheeky Bingo’s new look and feel. The rebrand has been a drastic refresh and will really thrust the brand into 2021, making it feel relevant for today.

“We are also committed to safer gambling and our new logo and website style really demonstrate this. We are hugely excited to see what everyone thinks and are looking ahead to further growth in 2022.”

Lessons Learned for Entain plc (LSE: ENT)?

Players at Cheeky Bingo will obviously be concerned over the revamp. Earlier this year, Entain plc (LSE: ENT) launched a surprise revamp of the Gala Bingo website. The changes Gala Bingo made drew an angry backlash from its players who were neither consulted nor warned of the revamp.

At the time of the Gala Bingo revamp, social media was awash with negativity towards the brand and its revamp with some describing it as a ‘car crash' change.

It is hoped that lessons have been learned and this revamp will go down a lot better than previous changes.

The site will be launched on Tuesday 2nd November. Check back at BingoDaily to see if the Cheeky Bingo revamp reaction.




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