Where Are All The New Bingo Sites In 2022
Published On 11th February 2022
We're now approaching mid-February and to date there have been no new additions to our 'new bingo site' section. It's not just us though with other portals still featuring the likes of Heart, Double Bubble and Quality Bingo who both launched in August 2021. In truth none of these are "new" in that Heart moved platform, Double Bubble filled the Heart shaped hole on Gamesys and Quality replaced Bingo Idol. In fact the last actual new site was Onlinebingo.com which swelled the Jumpman ranks during December 2021. So where are all the new bingo sites for 2022?
New Jumpman Bingo Sites
Whilst Onlinebingo.com is in the box seat for the newest bingo brand, it's not actually the newest addition to the Jumpman brand. Britain Play, 777 Cherry, Lucky Clover Spins and Wild24 have all been added to the platform since Online Bingo's arrival. But their focus is on slots which isn't a surprise because the whole of the Jumpman set up is focussed on slots. In bingo terms the arrival of any new brand isn't that exciting - even one with such good brand appeal as Online Bingo. Whilst it's up to 1000% slot bonus complete with x65 wagering terms may cause some reviewers to fawn all over the brand, in our view it's not worth the click. And the same applies to Britain Play, 777 Cherry etc if you're a bingo player. They are after all running with Pragmatic Play bingo and we think Heart do a much better job.
But What About New Jumpman Bingo
Of the last 60 or so new additions to the Jumpman Partners stable only 8 of the brands have chosen to use the word 'bingo' in their brand name. Of those eight only two are actually new brands (Online Bingo and Free Spins Bingo) whilst the rest are relaunched brands moving to a new platform and hoping to rekindle their glory days (e.g. Mirror Bingo, Swanky Bingo). So this tells us there's a huge reluctance by partners with Jumpman to launch new bingo brands over those that feature casino, slots and spins. The reason quite simply comes down to money because the latter generate more revenues than bingo and potentially have a wider appeal. And when you look at the Jumpman set-up with slots dominating everything from the homepage to the welcome bonus through to the promotions, bingo doesn't get a look in so it's almost as though it's designed to not want new bingo brands. Yet here we are with a brand called 'Online Bingo' on a platform that really doesn't scream it's about online bingo!!
New Dragonfish Bingo Sites?
In terms of numbers of brands on the same network Dragonfish are well up there with Jumpman. But the last addition to the ranks was Quality Bingo, a replacement for the now defunct Bingo Idol. Since then there's been nothing to write home about but Dragonfish do have a sick note for Matron. During December 2021 it was announced that Broadway Gaming (Butlers Bingo) were to purchase the Dragonfish business from 888. The deal isn't expected to be completed until Quarter 2 of 2022 and is subject to UKGC licencing criteria. We're summising therefore that everything is now in a period of stasis until all parties know what the future holds. There seems little point launching a new brand to discover a few months down the line that Broadway intend to close down sites, end partnerships or make changes which effect other businesses dependent on the Dragonfish platform for powering their brands. Now that we've written that you can bet that someone will now launch a new Dragonfish site next week!
Interesting Ideas
Over the last couple of years there have been some high profile (ish) launches. Say Yes To The Dress Bingo, MrQ, Prizeland Bingo, Quizingo, Bingo All Stars and PlayOJO for example. The first of these closed after just a few months despite it's association with the TV show whilst we've commented on the bingo issue at MrQ a few times now. Having your own propriatary software makes convincing players to play even harder. That isn't a problem for Prizeland who replaced the departing Iceland Bingo but - in our view - has struggled to thaw the hearts and minds of players. Quizingo and Bingo All Stars can both be filed under "interesting ideas" but both haven't exactly hit the dizzy heights of must visit bingo brands. PlayOJO with Pragmatic Play powering it's bingo seems to tick over but it's rarely mentioned in despatches on bingo portals which generally gives you an indicator of how good it's perceived.
Hard To Get Established
The bingo market has been a long time saturated and whilst that eased up with the mass closure of Cozy Bingo brands, that space has quickly been occupied by Jumpman. Yet even they show a preferance for targeting slots and casino players over bingo. Business uncertainty doesn't help the new site market and we also have to give a nod to potential incoming UKGC regulations that could impact the whole UK gambling industry including affiliates and white label brands. Finally - and probably more importantly - it's hard to launch a new brand and gain traction amongst players who are already happy and familiar with Tombola, Gala and Mecca. And it just doesn't seem to matter if that new brand has new software, comes with new ideas, or is associated with an established brand. It's hard to see how a big new brand can come in and disrupt the market so that means if/when new sites launch they'll be just replicates of what we already have in place. Perhaps therefore we're better off with no new bingo sites unless it's better than what already exists?
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