Dragonfish Bingo Brands Are On The Move
Published On 15th March 2024
March is proving to be a bit of a nightmare for online bingo affiliates. Earlier in the month William Hill decided to pull the plug on their Vegas and Sportsbook products - effectively ending partnerships of 15/20 years without even an acknowledgement of the fact or even a thanks - and now changes are coming for a whole raft of bingo and casino brands. Tau Affiliates have announced that their former Dragonfish brands will be changing hands at the end of March thereby terminating affiliate agreements with these sites. On a positive note they did thank affiliates for their support.
Who's Changing Hands?
The sites involved are the casino brands: Amber Spins, Electric Spins and Rise Casino whilst in bingo it's Quality Bingo, Blighty Bingo, Yay Bingo, Mint Bingo, Hunky Bingo and Bonnie Bingo. As yet we have no information regarding who is the new owner of these brands but it wouldn't be a surprise to see them come under Broadway Gaming's ownership. Since Broadway acquired Dragonfish we've mainly seen site closures on this platform with only Bingo Loft and Fantastic Spins moving on to pastures new. Winning Partners opened and then closed four sites very quickly whilst Tau themselves dropped several brands such as Cracker and Zinger. However we thought that looked like a move to consolidate their players to better sites such as Bonnie. For whatever reason Tau have decided to move these brands on and refocus on brands that they have operating on other platforms.
Is It Any Surprise?
Sadly it's not a big surprise. We've regularly mentioned that Dragonfish as a platform for bingo has been in decline for a long time. It's had little innovation and whilst the acquistion by Broadway Gaming promised much, it seems to have delivered little. In fact bingo on sites driven by Dragonfish has actually got worse. Out has gone many of the free bingo games, big bingo jackpots and promotions which helped drive players to try the sites. A consolidation amongst registrations meaning players couldn't hold multiple accounts kind of made sense but also seemed overzealous. For example as an affiliate we can drop in on Wink Bingo, but not Costa Bingo, so we can't see if anything is different. Tau Gaming bingo sites to be fair never really pulled up many trees either. They lacked anything exclusive and bar the initial welcome offer there wasn't much to get excited about. Ultimately you get a vicious circle of poor brand offering not a lot on a poor platform. Chuck in tough market conditions, changes to wagering limits in September 2024 which will further impact revenies and something eventually has to give.
What Next For Dragonfish Sites?
It's hard to predict anything positive in the whole bingo sector let alone for sites on the Dragonfish platform. We always expected Broadway Gaming to follow Entain's path of developing some quality software, discarding most legacy brands and focusing on the creme de la creme such as Wink, 888 Ladies and Costa. Perhaps even moving Butlers Bingo onto their own set-up. But that just doesn't seem to be happening. It'll be interesting to see where Quality Bingo, Blighty Bingo, Yay Bingo, Mint Bingo, Hunky Bingo and Bonnie Bingo all end up but we suspect that their days are numbered. They've not been flagship brands to date and without changes to their set-up there's going to be little difference to their fortunes. It wouldn't be a surprise to learn Broadway Gaming took them as a kind of "pay off" but that's just us being speculative. The one thing we do know is it's a further 6 bingo brands and 3 slots brands that are removed from our roster. That means less options for visitors and another step closer to online bingo just being dominated by a few sites who can then dictate the evolution of review portals. The future just looks bleaker and bleaker.
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