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Jackpotjoy sponsors Channel 4's Million Pound Drop through Maxus

11 July, 2014

Jackpot Joy

LONDON — Online Bingo, owned by Gamesys, is sponsoring Channel 4’s Million Pound Drop series this summer, with TV idents that promote the gaming website’s huge jackpots in an entertaining way. The deal was brokered by Maxus Partnerships, with media planning and buying from Maxus and production through Sassy Films.

Association with Channel 4’s popular Million Pound Drop complements’s values of fun and entertainment as well as its promise of huge jackpots. The series has been revived in a new timeslot and will run one episode per week starting this Friday, giving the brand a regular peak Friday night presence. Moreover most game play occurs on Friday nights meaning the tie-up targets players when they are most receptive.

The sponsorship kicks off on Friday 11 July from 8pm for a series of eight episodes with TV ad break idents. They feature a woman at home on her sofa with her pet dog in various poses – watching TV, the dog on its own with a laptop or jumping onto the sofa – and to their joy, wads of cash ‘dropping’ in on them.

The sponsorship targets women aged between 35-54, along with anyone who enjoys online gaming, particularly Bingo, and a hunger for frequent and sizeable jackpots. The sponsorship will support the brand over the summer months leading up to the autumn where more traditional marketing and TV spot advertising activity is low.

Paul Troy, global brand director, Gamesys said: “We approached Maxus for recommendations to support Jackpotjoy Online Bingo with a summer campaign that fits with the brand’s values of fun and entertainment, along with the huge jackpots to be won. Maxus identified a popular programme partner that not only complements the brand’s message, but also targets our audience at the time when they are most likely to be playing or thinking about playing.”

Andy Benningfield, client services director, Maxus, said: “Gamesys wanted to build on Jackpotjoy’s entertainment credentials and increase the perception that it’s the place to win large jackpots. Channel 4’s Million Pound Drop is a great fit for Jackpotjoy Online Bingo in terms of its audience and the programme’s thrilling and entertaining content, as well as its scheduling – Friday nights are the most popular for online game play.”

About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten (#8) UK agency (Campaign School Reports 2014), billing upwards of £400 million.

Maxus UK clients include BT, Barclays, L’Oreal, Fiat Group and Associated British Foods.

Maxus UK is part of the Maxus Global network which employs over 2,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. It was named RECMA’s No1 for Vitality in the UK, Campaign’s Global Media Network of the Year 2011, Ad Week's US Agency of the Year 2011, and one of Ad Age's ‘Agencies to Watch’ for 2012. For more information, visit

Twitter: @maxuslondon

Maxus Global is part of GroupM, the world’s largest media investment management group that serves as the parent company for all of WPP’s media agencies, and which buys over one third of the world’s media every day. The newest of GroupM’s agencies, Maxus Global is the only agency born in the digital age and the fastest growing global media network for the last four years (source = Recma). For more information visit

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