Sundae, Besties & Dabber Bingo To Close In April
Published On 3rd March 2023
At the start of March we told you that BingoCams have decided to call time on their brand after 12 years of webcam winning moments. Sadly there's more bad news to reveal as we've now learnt that three more bingo brands are going to close. Sundae Bingo, Bingo Besties and Dabber Bingo will all close their doors on 1st April 2023. Notably all these brands launched on the old Dragonfish Real Money Network and initially offered players no wagering options. Additionally all three are owned by Tau Gaming and their closure follows the demise of Arcade Spins and Spinzaar at the end of 2022. Are these departures indicative of changes due to Broadway Gaming's purchase of Dragonfish or of something else?
The End Of The Real Money Network?
Dabber Bingo launched in November 2016 whilst Besties arrived in Ferbuary 2018 followed by Sundae just a few months later in June 2018. They all launched on the Dragonfish platform and became part of what became known as The Real Money Network. This network's aim was to introduce no wagering bingo to players, something which had become a hot topic thanks to UKGC changes in the way bonuses were offered. Whilst big brands like PlayOJO have managed to survive with their no wagering policy other sites struggled. Bgo.com and Costa Bingo are just two big names who tried to convert to no wagering but ultimately returned to offering bonuses with wagering requirements. Whilst the Real Money Network quickly developed with numerous brands it's hard to think of one site that has become established as a top name. Some RMN brands like Hunky and Zinger (now closed) even switched to the main Dragonfish network. With these three closures the network comprises just 15 or so brands. It wouldn't come as a surprise to see more of these shut their doors or switch to the main Dragonfish Network, which is now obviously owned by Broadway Gaming.
What's Gone Wrong?
There are multiple reasons why bingo brands end up closing down. Our own Dragonfish sites, Prize Bingo, Bingo House and Loquax Bingo, simply became financially unviable. In an over-populated market these brands just couldn't compete against bigger brands. Additionally we as a company weren't able to divert funds or time to develop them. That could be the case here as Tau Gaming do have multiple brands and it's impossible to maintain interest in all of them over a number of years. Their closure could simply be a case of they're run their course. However we believe there are other factors, all of which are outside the brands' control. Firstly in our view the sale of Dragonfish to Broadway Gaming no doubt has effected all brands on the platform. Dragonfish bingo was on the decline prior to the sale and that needs to be redressed. To date we don't think Broadway Gaming have made enough changes to encourage players to choose them over Gala, Foxy, etc. Secondly the current financial situation isn't helping anyone. Brands have little money for marketing and players have limited funds to spend. At the moment things aren't particular rosy and these closures are - again in our view - just the tip of the iceberg.
Lack Of Promotions
Of course Dabber, Sundae and Bingo Besties didn't help themselves by simply opening their doors and doing nothing of note afterwards. The maxim of build it and they will come doesn't always come to the expected fruition, especially when it comes to online bingo. It did used to work but that was back in the day when everything was new and every site offered no deposit bonuses. On top of that bingo operators were dishing out big prizes like cars and holidays. This helped boost the appeal of the game to a wider audience. Today it's hard to find big brands doing big promos - our news section reflects that - so that tells us that they're struggling or feel that marketing bingo is currently just not good value. If it's not good for the likes of William Hill - who have put bingo on the back burner - and Jackpotjoy - who currently seem to be keener on promoting slots - then how can we expect small brands like Dabber, Sundae and Bingo Besties to make an effort. Less effort from a brand means less interest for players, less interest means less players and less players sees rooms become empty and ultimately mothballed. Bingocams is the perfect example to illustrate this point!
More Closures To Come?
If these bingo site closures are the only ones of 2023 then we'll be amazed. We always thought that once Broadway Gaming's purchase of Dragonfish had evolved sufficiently then sites would start to close. Our view is that every brand on The Real Money Network is now at risk simply because it might be better for Broadway Gaming to mothball them and focus on one big group. We know that Broadway Gaming are also focusing on Wink, Costa, 888 Ladies and Sing so that puts other brands from the old Ignite and 888 stables in jeopardy too. At the moment we know that Moon brands aren't closing, but they are changing their wagering terms to be more favourable. That's a good thing but if that change doesn't spark interest then it might be time for some lesser brands to go. We also know that Jumpman have dropped a number of brands, although they have also added to their roster. Notably the new additions are all casino and slots oriented and not bingo themed. In short we're expecting more difficult months ahead for many brands - and indeed affiliates - involved with our favourite game.
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