Is Umbingo A Sensible Name For A Bingo Brand

Published On 4th February 2019

2018 was the year that online gambling had to clean up it's act. Part of this clean up was to make sure that brands didn't appeal to children. With that in mind we're surprised to see the latest launch on the Dragonfish Real Money Network. It's called Umbingo! One vowel away from the popular children's drink Umbongo!

It'll be interesting to see how this brand is viewed by the owner's of Umbongo. For the site to have reached launch stage it must have satisfied the powers that be at UK Gambling Commission and Dragonfish. After all, they're the ones who clamped down on anything and everything that may appeal to kids. Perhaps closely related trade names isn't under the same remit as Fluffy Favourite imagery?

Prehistoric Theme

Umbingo.com seems a bit of a mixed up brand. When you first hit the site it boasts a large pelican to the right hand side on what appears to be a "jungle" scene. However, when you start to read the blurb at the foot of the site there's an implication that the theme is prehistoric. Players are even invited to "Join Um the Caveman on a quest through civilisation". If that's the case where is Um?

Visitors to the site are welcomed with the usual Real Money Network offer of deposit £10 to claim £70 of bingo tickets plus 10 free spins. No wagering terms apply although there are caps on wins from spins plus withdrawal terms are applicable. Umbingo.com boasts 75 and 90 ball games plus a whole host of slots such as Starburst, Cleopatra, 99 Time and Wish Upon A Jackpot.

Sight & Sound Similarities

We think Umbingo is an inappropriate name for a bingo brand. In trademark terms we'd be very surprised if Umbongo aren't knocking at the door anytime soon. For us there is similarity in sight or sound when it comes to the names. However, the only potential saving grace is that one is a drink and the other a bingo brand.

However, the fact that it takes advantage of an already established brand - and one aimed at children - is insane in the current climate. If the bingo industry is trying to clean up it's image then launching a site called Umbingo is not a good step.

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