Sun Bingo's Bubbles character will compete against rival mascots such as Foxy Bingo's fox.
The News International-owned brand said it will showcase Bubbles in its Sun Bingo ads over the next 12 months.
The ad, created by Partners Andrews Aldridge and WCRS & Co, features Bubbles spreading her joy through colourful floating bingo balls.
The first ad in the series promotes Suns Bingo's 200% offer, which offers players who deposit £10 into their accounts an extra £30 to play with. Other creative executions featuring Bubbles will be rolled out throughout the year.
Ed Prichard was the copywriter on the ad and the art director was Clive Parsley. It was directed by Joel Wilson and Jamie Campbell from production company 2AM. Ross Neil was the creative director. Mindshare handled the planning and buying.
Richard Gale, brand director for The Sun, said: "It is the first time we’ve had a year-long creative look and feel for our Sun Bingo advertising and it really brings the site to life.
"I am confident it will be a powerful tool for us in attracting and retaining players across the year."