BVGroup and Global launch Smooth Spins casino brand
BVGroup has teamed up with media group Global to introduce Smooth Spins, a new slots-focused online casino brand built on the Smooth radio identity.
BVGroup, in partnership with Global, the Media and Entertainment Group, launched a new online gaming brand called Smooth Spins on Thursday 10 April 2025.
The site draws on the branding of Smooth, one of the UK’s commercial radio stations, which Global says is currently enjoying its highest ever weekly audience of 7.8 million listeners. Smooth Spins combines that brand identity with BVGroup’s gaming technology to offer a slots-led casino experience.
Second joint venture
The launch marks the second gaming brand BVGroup and Global have brought to market together, following the 2021 debut of Heart Bingo, which has since become an established name in the UK bingo sector.
Joel Stern, Global’s Director of Enterprise and Engagement Marketing, said the company was looking to build on its existing relationship with BVGroup through the new venture, giving players another route to engage with the Smooth brand.
Sarah Caskie, Head of Heart Bingo and Smooth Spins, said the partnership with Global had already proved successful and that the teams involved were aiming to replicate the momentum generated by Heart Bingo with the new casino brand.
About the companies
BVGroup is an online gambling operator and B2B technology provider licensed in the UK, Republic of Ireland, Gibraltar and Ontario, employing more than 650 people from its Gibraltar headquarters. Alongside its flagship BetVictor brand, it operates several third-party gambling and media brands offering sportsbook, casino and bingo products.
Global owns a portfolio of UK radio and outdoor advertising brands, including Smooth, Capital, Heart, Classic FM and LBC, and operates the Global Player app as well as the DAX digital audio advertising platform.