Moon Bingo Taken Over By Broadway Gaming
Published On 12th February 2025
Ever since Broadway Gaming acquired the Dragonfish platform from 888 way back in 2021 there's been a steady stream of site closures and network acquistions. For example in recent times we've seen the end of Dragonfish brands being owned and promoted by Tau Affiliates, Silverspin and Maxi Affiliates. More well known names like Bucky Bingo and Bingo Hollywood have joined the likes of Wink, 888 and Costa as brands owned by platform owners, Broadway Gaming. Therefore it comes as no surprise that the last of the established Dragonfish networks, headed up by Moon Bingo, has finally fallen under the same umbrella as it's Dragonfish sister brands.
United Commissions
The Moon Bingo group, which also includes Lucky Pence, Robin Hood, Ted, Tip Top and Polo Bingo were grouped together under United Commissions. It was until December 2024 part of the Rank Group (Mecca Bingo et al) but it has now been acquired by Broadway Gaming. In an email, sent out in December, affiliates were informed that "the United Commissions affiliate programme is now closed with immediate effect due to the sale of the brands to Broadway Gaming. Going forward, these brands will no longer be part of the Rank Group". Unfortunately we didn't see this email and instead learnt of the closure via GPWA Forums. We don't have a record of the email being sent to us but can't be sure it didn't get lost/deleted over the festive period so we'll err on the side of lost communication. Besides there's no point being annoyed or angry as it doesn't change the situation. What it does mean though is that we're obviously not directing traffic to yet more bingo brands. In some ways that's good as it means we focus on the best sites but it also reduces choice.
Will Players Be Effected?
Whilst it's not good news for us, for players there's nothing to be concerned with. It's simply business as normal for Moon Bingo and it's sister sites. However when you login you may see a pop-up asking you to accept some new terms and conditions. We thought that this may be due to the fact the brand is under new ownership but this pop-up pops up on other Dragonfish sites too. Longer term though things may well change. Broadway Gaming may choose to close some sites or even sell them on. It's also possible that they may change the format of the platform. Moon Bingo and co differentiate slightly from Wink Bingo and Costa Bingo as they have exclusive bingo rooms. For example there's the Bingo X Multiplier, Self Made Millionaire and Free Spins Bingo. Could these rooms be closed or could they be opened on other sites? There's also the possibility that nothing changes and Moon and co carry on running as they have been doing for the last few years (i.e. pretty much doing nothing exciting).
What Next For Broadway Gaming?
Broadway Gaming now own a large number of well known Dragonfish brands, as well as Butlers Bingo, and the Dragonfish platform. That puts them in a similar position to Entain who own Gala, Foxy and Ladbrokes as well as their own software. However Broadway Gaming also have a whole host of brands that haven't picked up sticks for a long time. Posh Bingo, City Bingo, Redbus Bingo and Tasty Bingo perhaps have all had their day. The Tau brands like Bonnie and Quality aren't exactly A-List or even B-List nor are those like Duck Duck Bingo and Bubble Bonus Bingo. Broadway Gaming can't promote all of these - although to be fair they don't seem to be promoting any of their brands - and therefore may be better off focusing on a few sites and merging any stragglers. As some sites like Bingo Loft and Pink Ribbon Bingo are under Digital Rush Partners that does suggest an Entain style approach may not be on the cards. From the outside it does seem to be a bit of a mess with the only result being less and less interest from players in the brands and platform. But as reported in January, we know Butlers Bingo are now incorporating Dragonfish bingo rooms so maybe the tide is finally turning?
What Would We Like To See?
Playing fantasy bingo platform owner we'd first of all have just one platform. Dragonfish at one point comprised it's base network, 888, Ignite/Costa, Bingo X/Moon and other odds and ends. Plus there was the Real Money Network which was meant to be the great step into the no wagering terms sector. We'd therefore take the best bingo room elements of each and create one platform. Having created one platform featuring the best bingo rooms we'd then cull the brands/sites that no one cares about or knows about. With a handful of brands it'd then be nice to see some dedicated promotions - not just welcome offers - to encourage returning players and new players. Many sites now offer daily free games and it'd be nice to add something along those lines. We'd also love to throw in some decent prize promotions too. What will Broadway Gaming opt to do? We don't know but the pieces of their bingo platform jigsaw are - albeit very slowly - coming together. What the picture on that jigsaw looks like is something we'll only know in the coming months and possibly years.
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