Quality Bingo Replaces Idol & Kozmo
Published On 13th October 2021
In August Tau Gaming added Quality Bingo to their portfolio of brands. It describes itself as "Your New Excellent UK Bingo Site" and offers players access to 75 and 90 ball games on the Dragonfish platform. New players can claim up to 105 free bingo tickets and 10 free spins provided they deposit £10 (for the tickets) and wager £5 (for the spins). There's nothing unusual about this and adds to the number of new brands that have launched in 2021. However the arrival of Quality has come at a price and that's the demise of two brands within the Tau stable.
Bingo Idol & Kozmo Bingo Close
Reaching the end of the road are Kozmo Bingo which launched in November 2017 and Bingo Idol which arrived on the scene in April 2019. Both were brands on the Real Money Network and therefore offered no wagering terms on wins from spins and free tickets. In our review of Idol we concluded that "it needs to do more than be just another no wagering bingo site" whilst for Kozmo our reviewer said that "it's hard to get overly excited by it". Kozmo's demise isn't that much of a surprise given that it's sister brand Kozmo Casino has also recently closed. Bingo Idol however has only been with is for 18 months or so and that's quite a short lifespan for any brand. We suspect that it's demise reflects it's impact on the bingo world.
What's In A Name?
Of course we don't know why these sites have closed but we can make some educated guesses especially when it comes to branding. In truth both are terrible! Kozmo Bingo sounds like Cosmo Bingo. Using mispellings is a well known marketing ploy (e.g. Tumblr and Flickr) and can make a brand more memorable but it can also make make users search for the correct spelling. Kozmo may have got away with a single letter change but not with two. Bingo Idol on the other hand is spelt correctly but it's just not a great name in the same vein as Foxy, Costa or Buzz. Bingo Idol actually sounds more like a contest to find a talented player! We're also hard pushed to think of any really popular brand that actually starts with the word "Bingo" so the odds were always against it.
Your New Excellent UK Bingo Site
So what does Quality Bingo bring to the party that it's predecessors failed to do so. Surely it makes sense to learn from the failures of Kozmo and Idol and improve the offering so that players are keen on the new brand. Unfortunately that isn't the case and all that those visiting Quality are getting is another site on the Real Money Network. There's nothing new and nothing exclusive. This means if you did play at one of the closed brands then Quality will not have anything to hook you back in. In many respects this seems a little bit insane. For new players to the brand - and those who haven't tried a Real Money Network Dragonfish powered site before - then there's at least the welcome bonus and regular bonuses to consider. Plus of course there's the no wagering element.
Quality No Wagering Bingo?
The Real Money Network is Dragonfish's no wagering terms platform. A number of brands have occupied this stable but it is fair to say that none of them have stood out from the crowd. Most certainly none have hit the heights of Wink, 888 Ladies or Costa. Even Costa's sister brands - on their own platform - have recently switched back to offering wagering terms on bonuses. Are players not attracted to no wagering terms or just not attracted to what's offered by the platform? We suspect the latter may be part of the issue as Tombola, Buzz, Heart, Paddy Power and Betfred all work well without applying wagering terms to bonuses. It's also worth noting that these brands also offer more in the way of game variations, player promotions and slots.
Your New Excellent UK Bingo Site
Quality's predecessors have struggled to gain traction on a network that's not that attractive to players - and yet Quality is going in the same direction. It has nothing new or exclusive therefore is soley relying on it's brand name to grab the headlines. High ratings at sites like Which and Best New Bingo may help it's cause we do think that it's chances of being a success even harder. As we've said before on other reviews Tau Gaming are happy with churning out new titles without developing one or more into the next Foxy or Buzz. Their policy now seems to include closing unsuccessful sites - which is fine - but their launch, rinse and repeat approach - surely needs a rethink?