Old Bingo Brands - New Bingo Sites
Published On 21st November 2023
2023 has been a lot about revival especially when it comes to what's on TV. Survivor has returned to The BBC for the first time in 20 years, Big Brother is back on our screens and even Deal Or No Deal is making a comeback. Even Wolf Hall is making a return after an 8 year hiatus. What has this got to do with online bingo? Well our favourite numbers game is also looking to the past by trying to revive old brands for a new audience. We've already seen the likes of Win It Bingo, Heat Bingo and Blast Off Bingo try a revival but now brands like The Sun Play, Fantastic Spins and Bingo Loft are hoping to enjoy a new lease of life. But will the bingo loving public embrace these revamped brands or will they struggle to survive in a difficult market?
Old Bingo Brand Revival
Rewind a few years and it was difficult for operators to discover a decent brand name for new bingo or slot sites. In fact it was one of the reasons why we added the brand name generator to Loquax, although to be fair it's mostly tongue in cheek. When you remember that Buddha Bingo, Lots Of Bingo, Bingo Wags, Bingo Legacy and even Holy Bingo were launched as brands it's safe to say there was a lack of decent names. However as we approach 2024 the number of live bingo brands has dropped considerably. Multiple names were dropped by Cozy Games when GVC (now Entain) purchased the platform. We're now in a similar position with respect to Broadway Gaming and various Dragonfish titles. Whilst we don't expect to see the likes of Snappy Bingo, Clucky Bingo, Spy Bingo or even Bingo Ballroom back in our list of brands any time soon, there's still opportunity for brands that perhaps have been left on the back burner. The likes of Bingo Loft and Fantastic Spins fall into that category. Broadway Gaming obviously weren't keen on maintaining them and so they've now got a lease of life under new owners.
Old Brand New Platform
It'll be interesting to see if any sister sites of Bingo Loft and Fantastic Spins follow in their footsteps. To be honest we don't think Loft is the best of the brands within a group that includes Posh, Tasty, Redbus, City and Fancy. The new owners of Loft and Spins opted to stick with the same platform which is also an intriguing move. They didn't do well (in our view) on Dragonfish/Broadway Gaming and their revival hopes are being pinned on the same platform. It's a risky strategy! Mind you changing platform isn't exactly easy either and The Sun Play are about to discover this with their relaunch. They've chosen to pop up on Jumpman Gaming after recent stints with Grace Media/Nektan. The revival of The Sun Play is a confusing one because the new site doesn't offer anything that players can't find at Sun Bingo or Sun Vegas. The only positive is that it offers a different platform but not necessarily a better one.
Do Old Brand Revivals Work?
Off hand it's very difficult to think of one bingo or slot brand that has been successful after being relaunched either under new owners or with the same owners but on a new platform. Blast Off, Heat, Win It and Oink all relaunched on Dragonfish/Broadway Gaming under new owners in the past 12 months and all four have now closed. Chomp Casino relaunched on Jumpman after the closure of Nektan/Grace Media and that too has closed. BOGOF Bingo and Bucky Bingo have bounced around different owners and in our view have struggled in a difficult market. In our view it doesn't matter whether you're punting New Bingo or Old Bingo the issues surrounding new/relaunched sites is the same. Some platforms are poor quality and need big improvements. This includes offering regular and exciting promotions to attract players. Unfortunately the current trend seems to be to close rooms and reduce jackpots. Attracting players is also hard because networks now limit accounts per network rather than site whilst social media and advertising rules make reaching audiences so much tougher.
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