Take It Off! Masked Singer Bingo Closes!
Published On 17th January 2024
Back in December 2020 PlayOJO Bingo boosted their online presence with the addition of Masked Singer Bingo. The 90 ball game was inspired by the hit ITV series that sees celebs singing in bizarre costumes whilst a panel of judges try and guess who is behind the mask. To make the 90 ball game more interesting, and give it a Masked Singer twist, players had to select a character before eyes down. If at the end of the game the full house winning number corresponds to the chosen character selection then this wins the player a free bingo ticket. Unfortunately if you've been inspired to check out Masked Singer Bingo now the current series is underway then you're going to be disappointed. The game has been dropped from the PlayOJO roster. Someone obviously shouted "take it off" and therefore it's now gone.
Masked Singer Games
We naturally assumed that Masked Singer Bingo would continue to be a part of PlayOJO although to be fair the only time we remember the game is when the TV series returns to the screen. That's probably not a good indictment of the bingo version! Anyway PlayOJO was a sister brand to Masked Singer Games and this too has closed. Visitors trying to go to maskedsingergames.com are instead redirected to Jackpot Star. Given that the closure of these Masked Singer brands are almost three years after launch we can assume that the licence contract has expired and the involved parties have decided not to renew. This kind of thing happens frequently in online gaming. For example Sky Bingo had a Tipping Point room and Jackpotjoy featured games themed on Take Me Out. Closing TV themed slots, bingo rooms or even sites usually means the license holder has had a better offer or the sponsorship deal has run it's course. In our view profit making deals usually continue!
Was The Masked Singer Bingo Popular?
Trying to convert TV shows into themed bingo rooms isn't always easy and it's hard to find one that comes close to the success of Deal Or No Deal. For some reason game developers do like trying to piggy back on TV shows. Benidorm, Big Brother, Say Yes To The Dress, The Chase, Emmerdale, Take Me Out, Red Or Black and The Crystal Maze are just some of the programmes that have take on bingo, slot games or their own gaming sites. Masked Singer, in our view, fell into the we don't quite get it category. In fact in our review of Masked Singer Bingo, which was exclusive to PlayOJO, we said that "dressing this variant up in a Masked Singer costume doesn't make it a great game". And it didn't make a great game. Couple in the fact that it only really fell under the spotlight once a year - when the TV series was on - we do wonder whether there was enough interest in the game. It was good for one or two plays but it definitely wasn't one to return to once the novelty had worn off.
A Blow For PlayOJO
Losing exclusive bingo rooms, even those that maybe aren't that popular, is a blow for any brand. By offering something different it means that they can stand out amongst others on the same platform. In this case PlayOJO are up against the likes of Butlers, Bet365 and Heart who also utilise Pragmatic Play's bingo product. This means that most of the bingo rooms are networked so will include players from many other brands including every site that is powered by Jumpman. Thankfully OJO still has two exclusive bingo rooms - Free & Fab and Mojo - but neither of these are that busy - this may be an indicator as to why Masked Singer Bingo has gone. Perhaps bingo players don't associate PlayOJO as a bingo destination? It does seem to us that slot brands with bingo do struggle to attract bingo players. For example a bingo player would be more attracted by Fever Bingo than Fever Slots. However bingo brands can't survive without slots because they bring in more revenue. It wouldn't surprise us if PlayOJO decide to follow William Hill's approach and put bingo well and truly on the back burner and concentrate on slots and casino going forward.
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