Online Bingo site Jackpotjoy's Barbara Windsor fronted 'Queen of Bingo' advertising campaign won the prestigious Bullet Business award for Best Marketing Campaign 2010 on Wednesday this week...

The campaign launched last September and has rapidly made Jackpotjoy one of the UK's most recognisable gaming brands.

"What we loved about the Queen of Bingo," explains Michael Saunders, MD of Jackpotjoy, "was that the concept hit our target market with such a unique precision. The ads are fantastic fun, very kitsch, slightly camp, and it comes with that priceless Show Us Your Balls catchline, which provides a drive and sense of humour that perfectly mirrors what we're all about!"

The campaign began with a series of thirty and fifteen second TV spots, shown during peak time on ITV1, and was supported by a month of onsite promotions themed around the Coronation of the Queen.

Barbara Windsor's Queen was introduced to the nation alongside Jack, her jovial courtier, and her glamorous handmaiden Joy. All three characters now feature onsite with games and promotions themed around them.

"We always knew this was going to be a fully integrated, cross platform campaign," Michael explains. "It's simply not enough to throw money at the TV and expect to gain traction in a market as competitive as online gaming. The adverts needed support from across the online space – and fortunately we've got a strong enough team to deliver that support."

Over the past eight months, the campaign has been supported with new and unique games like Bingo Royale and Jack's Chest, while in March, to coincide with the site's support of Comic Relief, Barbara Windsor donned her regal dress again and took the opportunity to splat her celebrity friends with a cream cake for charity.

And this summer, the Queen of Bingo is taking what's possibly its most daring step yet, as Barbara Windsor appears alongside Guy Coombes and Esme Bianco (who play Jack and Joy) at The Queen's Royal Garden Party, in Warwickshire, an event which will bring the campaign characters to life in a way that's never been seen before in online gaming.

"A major campaign is always more of a marathon than a sprint," Michael tells us. "So it's been great to receive this prestigious award at this stage. It's always an honour to be recognised by our industry peers, and we'll definitely be joining the Queen herself as we raise a glass of thanks to the good people from Bullet Business at the Garden Party this July!"

The Bullet Business awards are voted for by over 300 Industry Delegates, and were awarded at a ceremony in Victoria Park Plaza, in London, on Wednesday evening.

GAMESYS

The Gamesys Group was founded by Noel Hayden in April 2001 with a small team of developers. The aim was to build a profitable online entertainment business providing Online Bingo, Scratch Cards andOnline Slots to a worldwide audience using proprietary gaming software.

After eight years, the Group's leading brand, http://www.jackpotjoy.com, has built an audience of over 3,000,000 members and pays out in excess of GBP 90 million every month. The success of Jackpotjoy.com has established the Gamesys Group as one of the UK's leading online gaming businesses. Jackpotjoy is licensed by Profitable Play Limited and regulated by the government of Gibraltar.

In 2006 they were named No. 1 in the Microsoft/Sunday Times Tech Track 100 League Table, and they're now one of only four companies to have appeared on the list four years in a row. This feat reflects both the company's capacity for sustained growth and its remarkable resilience during periods of financial instability.

For more information on Gamesys, please visit: http://www.gamesyscorporate.com.

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