Gamesys is a name which is widely accepted as a major player by online gaming industry insiders. Market experts look out for its press releases and pore over the details of its parent company’s financial results in the hope gaining insight as to how the gaming market is functioning and the prospects of future growth. Are the online gambling industry’s major players’ shares a buy or a sell? What effect are the latest government announcements and regulations having on the online gaming industry's trends and financial performance?

This is despite the fact that Gamesys is by no means one of the largest casino networks, as measured by number of sites. But it does have in its compact portfolio of brands is some of the very biggest names. Indeed, some of these brand names have influence well beyond the limits of the gaming industry itself.

The board game ‘Monopoly’ is one of the most famous games in the world, played by millions. Now the name is synonymous with casino games like poker, slots, slingo and lottery too.

The brand name ‘Virgin’ is surely one of the globe’s best known. Richard Branson, a well-known UK entrepreneur, started it as a music store that sold vinyl records.

Now, it is a brand that operates in many different industries. These include airline, banking, finance, broadcasting, broadband, telecommunications, travel, and more. Its gaming interests though, are partnered with Gamesys.

In addition, Gamesys are also responsible for more niche, in-house brands. These include Double Bubble Bingo. This is a casino site that is promoted as a bingo site. Here, traditional online bingo games are more popular than the flashy online slots and card games.

Before we explore the company’s top brands, let’s take a quick look at the company itself. Where did they come from? Who are they? Who owns them now?

Gamesys – a brief corporate history

Gamesys was founded in the United Kingdom in 2001 by an enthusiastic team of software developers. It was headquartered in London. The company grew steadily as the online casino industry expanded in the early 21st Century. It eventually got listed on the London Stock Exchange.

In the past ten years, there has been a lot of corporate activity. Mergers, acquisitions, and takeovers have happened. There was even a reverse takeover during a very turbulent time for the company.

Takeovers and Acquisitions

The churn began in January 2013 with the acquisition of Virgin Games. The details of the deal were undisclosed, but it was widely believed within the industry to be a significant deal. Maybe it was too big for Gamesys to handle. A little over two years later, the company sold one of its famous brands: JackpotJoy.

Jackpotjoy had been launched by Gamesys in 2002, shortly after the company’s formation. It became one of the biggest names in online bingo and casinos. This success followed a strong marketing campaign. The campaign was led by Barbara Windsor, a famous comedy actress and TV soap star.

The brand was sold to the Intertain Group in February 2015. This time the deal was not a big secret, with a minimum of £425 million being paid.

Next came the audacious reverse take-over, as JPJ Group launched a successful bid for Gamesys in September 2019. The Canadian company was founded as the Intertain Group in 2014. This was the same company that Gamesys sold Jackpotjoy to just four years before!

The deal was estimated to be worth just under £500 million. The Gamesys brand will stay. Gamesys Group is snappier, more memorable, and easier to market than the JPJ Group name.

In 2021, the US gaming giant Ballys Corporation made a big offer to buy Gamesys Group PLC. The deal was completed in October, with the final deal amounting to $2.7 billion.

At the time of writing, Bally’s Corporation remain the owners of the Gamesys Group. Bally’s Corporation is based in Rhode Island. This small state is just south of Boston on the east coast of the United States.

Gamesys Today

In many corporate takeovers, the smaller partner can quickly get lost in the large structure of the Megacorp. Although it was described as a kind of merger, there was never any doubt which the senior partner was.

Bally’s Corporation is a large US gaming company. Its history goes back to the original Bally Manufacturing. This company made pinball and slot machines in the 1930s.

At the time of the merger / takeover, it seemed as though this ‘merger of equals’ spin might actually be the case. Gamesys’ CEO Leo Fenton took over as the CEO of Bally’s. The current Bally CEO was promoted to President of the company.

The current CEO of Bally is Robeson Reeves, who used to work at Gamesys. However, it is difficult to notice any Gamesys culture at Bally.

All the brands that were once part of the Gamesys family are now listed under Bally’s Corporation. The company website does not mention their Gamesys heritage. The repeated takeovers in the US have impacted Gamesys' cultural influence in the UK online gambling industry. This suggests that their presence and impact in the UK may have changed.

Gamesys Brands

Jackpotjoy

Jackpotjoy is an online bingo and casino platform. It is one of the best known brands in the United Kingdom, largely as a result of a consistently high marketing profile. Its advertising and promotional budget is likely one of the highest among its competitors. It keeps hiring big-name stars from the entertainment industry for its ad campaigns.

Dame Barbara Windsor was the first big star to sign on. She appeared as the shiny ‘Queen of Bingo’ in TV ads from 2010 to 2017.

After health issues ended her reign, replacing the irreplaceable Dame Barbara needed a new approach. Comedy actor and now radio DJ Paddy McGuinness took on the role. He started with an ad campaign. This campaign included a strong endorsement from the ‘Queen of Bingo’ herself.

Jackpotjoy was also behind a well-known sponsorship deal. They ran ads before and after the show during ITV’s popular ‘Loose Women’ lunchtime slots. This successful campaign was also brought to an unforeseen premature end.

This time, the Covid outbreak was the reason. Gambling ads and promotions were discouraged. Viewers were stuck at home with few entertainment options.

Ok, so there’s a bit of Jackpotjoy history for you, but what about the more important information? What’s the casino site actually like?

Jackpotjoy Casino Site

Unusually for a modern day online casino, Jackpotjoy continues to heavily promote its online bingo offering. You could interpret that as failing to move with the times, or being a bit old-fashioned, but I think that would be wrong.

Instead, it is more a case of the site knowing its customers. It still remains faithful to its original mission – to provide excellent games to its loyal client base. Barbara Windsor effectively launched the brand and she was known as the ‘Queen of Bingo’ for a reason.

Jackpotjoy is a traditional company. They are proud to be connected with Britain’s favorite nostalgic working-class game.

Jackpotjoy keeps it simple. You can play popular formats like 90 and 75 ball bingo games. If you want more unique options, you will need to look elsewhere. They do offer some 80 ball bingo games now and then.

There are many slot games to choose from, including a variety of progressive jackpots. However, the most popular games come from the biggest software suppliers. These big-name games make up the Jackpotjoy collection.

Fans of traditional casino games have many options. You can find Baccarat, Blackjack, Poker, and Roulette in different formats.

This time, there are also many less common games. These include Craps, Keno, Sic-Bo, Solitaire, and more.

The Live Casino also has plenty of action. All the main games are covered with loads of different options to choose from, with some interesting alternatives too. It is not surprising that Deal Or No Deal is a big draw here. The brand is closely tied to commercial television.

There are over twenty types of Slingo. Deal Or No Deal, Britain’s Got Talent, and Who Wants To Be A Millionaire are the most popular TV themes.

Finally, there is a comprehensive selection of other instant games and scratch cards.

You could have guessed what Jackpotjoy would be like just from its big spending on marketing. Advertising during peak times on ITV is expensive. To afford it, Jackpotjoy must mainly target the mass market. A niche or specialist approach is simply not going to cut it!

So it is no surprise that all the popular games and all the big name titles are here. Maybe if you are looking for something a bit different, beyond the mainstream, then this is possibly not the site for you.

But ultimately, Jackpotjoy knows its audience and its target market very well. It may be very mainstream, but there is plenty of entertainment for everyone. Only the most demanding online gamblers might not find it enjoyable.

Monopoly Casino

Monopoly is bit of a megabrand in the gaming world. The original classic board game concept has been around for close to a century now. Hasbro is the current owner, having taken over from Parker Brothers in 1991. Parker Brothers played a big role in the brand's growth in the United States. They have owned the brand since the 1930s.

Monopoly Casino can now be called a 'traditional' game. This makes it a great addition to the Gamesys casino site. Gamesys licences its use of the name and brand for its casino from Hasbro.

The Original Board Game

The board game has been around since the 1930s in the United States. In 1936, Waddington’s received the operating license for the UK, Commonwealth, and most of Europe. This is when the classic London-centered layout of the board game started with them.

Today, there are many themed games. These games focus not only on towns and cities but also on various brands and ideas. There are probably hundreds in total, many branded as ‘Collector’s Editions’, sometimes in very limited numbers.

The Monopoly Empire edition pushes capitalism to the limit. Every space on the board features a big brand, like Xbox, McDonald’s, and Coca-Cola. Meanwhile, the most niche is probably the hippie favourite Grateful Deadopoly. One of the most famous special editions is the Star Wars version. However, there are so many that it is hard to choose just one.

Monopoly Casino Site

Like any big brand site, you can expect a great design and smooth operation, Monopoly Casino is no exception. You need to spend a lot of money to license a big brand. To make this worth it, and to win the contract, you must invest in high-quality software design and the best games and facilities.

Monopoly Casino has this in spades. And not it's just Monopoly slots either. All the best gaming software providers are involved. This means you have a great selection of online slot games. You can choose from many of today’s favorite titles.

The traditional gaming section is also well covered. You can find many types of Baccarat, Blackjack, Roulette, Poker, and more. Live gaming fans have plenty of options. All the main games and more are available to play in different formats and rooms.

But these are all the usual facilities you would expect from just about any self-respecting casino. With Monopoly Casino, you get a truly unbelievable range of Monopoly themed games.

You don't realise how many types of games this casino has until you visit. There are possibly more than even the biggest Monopoly fans could want! Then there are the impossibly numerous versions of Slingo to choose from.

There is a plentiful supply of Bingo too, with a variety of rooms offering a range of 90 and 75 ball bingo formats.

In fact, the only thing which could be seen as lacking is any kind of independent or newly created flair. Proprietary games provided by a more niche software provider tend to be lacking.

But then perhaps it is a bit unfair to expect this from a big brand corporate site. You know what to expect from Monopoly Casino, and they certainly provide it. This is a top quality mainstream online casino. If you are looking for a more boutique, indie vibe, then Monopoly Casino is definitely not for you (the clue is in the title). But there are, after all, plenty of alternatives.

Rainbow Riches Casino

Rainbow Riches is one of the most iconic of contemporary slot titles. The Irish folk theme carries a particular resonance in the UK and amongst the Irish diaspora across the world. Clover, leprechauns, rainbows, pots o’ gold and lots and lots of green are all constant features throughout the game. They all contribute to the feeling of nostalgia that many players feel when playing the many versions available.

Rainbow Riches first appeared in 2008, released by Barcrest. It became popular not only in online slot form, but also in the real world. It became a regular feature in pubs and betting shops throughout the UK, with drinkers and punters also eager to play this enchanting game.

Barcrest was a well-known name in the UK casino industry. They made real-life slot machines, often called "fruit machines" in the UK. They also operated in online gaming.

In 1998, it was taken over by a US company. First, the American gambling giant IGT bought it. Then, in 2011, the even larger Scientific Games took over.

Rainbow Riches Variants

The original Rainbow Riches format was so successful that it has inspired many new themes and versions. Many games have come from the original creators, Barcrest. Some examples include Rainbow Riches Reels of Gold, Pots of Gold, Leprechauns Gold, and Rainbow Frenzy.

Since Barcrest joined Scientific Games, Light & Wonder, another SG subsidiary, has also been allowed to change the format. They have created their own versions, such as Rainbow Reveal and Piles of Cash.

Roxor Gaming, which was a Gamesys subsidiary but is now owned by Aristocrat, has released two reboots. These games are called Jackpot o’ Luck and Rising Wins.

So far, there are new editions of the game. One is a Megaways version made with technology from Big Time Gaming. Gaming Realms has also been licensed to create a Slingo version of the game.

It is unlikely that this detailed review of the game's many reboots will stay current for long. The game is still very popular. Many new versions are being released quickly. Soon, there will be even more formats to enjoy

Rainbow Riches Casino Site

Rainbow Riches Casino is surely heaven on Earth for players who love to play ‘Luck o’ the Irish’ themed games. There are more than a dozen versions of the Rainbow Riches slot. This includes the original, Deluxe, Megaways, Midnight Magic, and Pick ‘n’ Mix, to name a few. Plus there’s also the Slingo version and even Rainbow Riches Session Bingo!

Other Games

Thankfully, it’s not JUST Rainbow Riches that is available to play here. If you want to play online slots, there are hundreds of other games available. These games are made by top slot software providers.

In the traditional part of the casino, you can find many types of games. These include Baccarat, Blackjack, Poker, and Roulette. There is also European Roulette. Additionally, there are other niche games like Craps, Keno, and Sic Bo.

There is 90 and 75 ball Bingo in a variety of different bingo rooms, plus lots of instant games like scratch cards. There are dozens of Slingo formats too, including Space Invaders, Starburst and Tetris… plus of course, Rainbow Riches…

Finally, there is a great selection of Live Casino games. You can find all the main Roulette and card games in many options. Evolution Gaming provide the rooms and dealers, so you can be sure of a realistic experience.

Gamesys sure do know how to run a great online casino. Rainbow Riches Casino is yet another example of this. Give them a big brand name or theme, and leave it to them. Speaking of which...

Virgin Games

If we’re talking about massive brand names, you don’t get much bigger than Virgin. Originally created by the famous British tycoon Sir Richard Branson, many companies and services have been sold or licensed. This includes the online gaming platforms licensed by Gamesys.

Nevertheless, the brand remains iconic. The Virgin name is a big player in many industries. These include music, airlines, railways, banking, radio, and space tourism. The list goes on and on!

Virgin Games Site

Virgin Games is a gamesys casino site which offers a comprehensive range of slots and traditional casino games. It very much conforms to the typical Gamesys site template.

The format is well organized and easy to navigate. There are ten categories listed across the top of the homepage. This is true for both laptops and PCs. A small Virgin Games logo sits above these categories. No glitz and neon glamour here – just a functional, ‘does what it says on the tin’ ethic demonstrated throughout.

There is always a good welcome offer at Virgin Games. There are also many other offers to help you start well.

Navigation Tabs

Finding your way around this casino site is simple. Just use the tabs at the top of the homepage to locate the type of game you want. If you want to play online slots, just head for the first tab.

Virgin Games offers some exclusive slot games, but it also has a great selection of popular online slots. You can find hundreds of games from today’s top providers. There are also plenty of progressive slots. All the big name games and formats are also here in plentiful supply.

Next in line is the Live Casino tab, offering Blackjack, Poker and Roulette in a wide variety of live dealer forms. Evolution Gaming is the software provider, so you can be sure of a top quality experience. There are many more live casino games available. You can play Baccarat, Bac Bo, Craps, and Deal Or No Deal. Other options include Dream Catcher, Lightning Lotto, Monopoly, and even Snakes & Ladders.

Next in the row is the standard online casino tab. It offers many of the same games as the Live Casino, but with even more variety. There are so many different formats of each of the traditional games to play. With many live gaming options available, there is enough here to please even the most dedicated traditionalist.

Next tab along is Slingo. At the last count, there were at least a couple of dozen different varieties to choose from. These include Cleopatra, Space Invaders, Starburst, and a few fishing games: Deadliest Catch and Slingone Fishin’. This does not count Lobster Mania and Reel King.

Bingo is next, with a pretty standard selection of 90 and 75 ball versions of the game. Ticket value is good too, with prices starting from just 1p. There is also a range of scratch cards added in here just for good measure.

Next is a small range of free games, although you do have to become a member and pay a £10 deposit to be able to play them. Once you have got over those hoops, the games really are free to play!

Finally, there is a separate Poker tab. This is in addition to the Poker games within the Casino section. Here are some more specialist games, where you can actually enter tournaments if you wish.

I say finally, but there are three further tabs. These don’t provide any extra games though. There is an ‘All Games’ section, listing every game on the site in category order, then alphabetical. Then a ‘Blog’ tab, with lots of marketing articles, hints and tips and entertaining chit chat.

Finally, there will be a general 'Blog' tab. This tab will include recommendations, marketing offers, and rewards. It will also cover fair gaming and responsible gambling.

Virgin Games is yet another reliable Gamesys designed casino, very much aimed at the mainstream online casino fan. Its understated style but top notch content makes it one of the very best gamesys sites.

Double Bubble Bingo

Double Bubble Bingo is a bingo site which conforms to much the same template as its Gamesys network sisters. All the same high quality facilities are on board as you would find on all the previously listed sites. The only difference is that Bingo is the headline game here, rather than the casino.

The mainly pink design and retro graphics give this site a classic 1950s rock ‘n’ roll feel. However, the games on the site are similar to those on other top Gamesys sites. It is a high-quality bingo site. It would fit well in any top bingo network in the online bingo industry.

Non-United Kingdom Brands

Gamesys does not just specialise in UK online casinos. It also focuses on the international online gambling market. Several other brands are available to play in different parts of the world. However, they do not work in the UK market. These Gamesys sites do not have a license from the UK Gambling Commission. Therefore, they are not for UK players.

These include Virgin Casino (not Virgin Games), licensed by the State of New Jersey for the U.S. market. Vera & John is licensed in Curacao for both North and South America, as well as international markets. InterCasino is licensed on the Mediterranean island of Malta.

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