In a preview of the major revamp of its bingo offering set to be announced at next year’s ICE Totally Gaming show, Gary Keaney, Head of Product at Playtech Bingo, explains why the company is focusing on mobile gaming as it looks to remain a leader in the bingo supplier space.
Recent coverage of Playtech has been dominated by the solutions giant’s ambitious plans to develop its omni-channel offering and the increasingly fraught attempts to establish a financials division. And with the development of its sportsbook and virtual sports products attracting strong investment, smaller verticals such as poker and bingo could easily be overlooked.
The UK bingo market in particular has long been seen as saturated. Leading bingo-specific brands such as Tombola and the Intertain-owned JackpotJoy remain strong, while Playtech’s client base - which includes William Hill, Ladbrokes, Gala Coral, Paddy Power, Betfair and Rank - can use well-established brands to ensure it retains a strong foothold with its leading network product. Below these top tier operators are a wide range of smaller brands fighting for space in a crowded market.
However, the introduction of the UK point of consumption tax and industry consolidation look likely to push some smaller operators out of the market.
The key question is how companies will be able to exploit this space. Recent years have seen the industry throw its weight behind tablet offerings. With bigger devices many believed that by offering more engaging, more immersive products, they could gain a bigger share of customer wallet and extend session times.
Playtech believes mobile development is key to taking advantage of this opportunity.