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In September 2010 it was announced that Barbara Windsor was to lead an advertising campaign for Jackjoy Joy. The actress, who played Peggy Mitchell on Eastenders, plays the "Queen of Bingo" in the advertisements. This led to the introduction of a new 90 ball bingo room called Bingo Royale where ticket prices vary from 10p to £1 and with it the size of the Super Jackpot varies from £1,000 to £25,000. The campaign also introduced us to a host of other characters such as Jack and Joy and each take a turn at offering players promotions with extra chances to win or gain cashback.