Gamesys’ Bingo & Slots Friendzy, the first real-money gambling app launched on Facebook, has been shut down by the operator without any explanation.

The app was launched in August 2012 and marked Facebook’s expansion into the iGaming sector following the popularity of social casino apps. An email was sent to customers last week informing them of the removal of the app, with players advised to withdraw their account balances.

Gamesys has so far failed to respond to requests from Gaming Intelligence for comment, but it is understood that the app had failed to generate significant revenue on the social platform.

A source close to the project had previously admitted that Bingo & Slots Friendzy had “failed to set the world alight" in terms of earnings. 

At the time of the apps launch, managing director of Gamesys’ Jackpotjoy brand Michael Saunders commented: “This marks an exciting turning point for the industry and a milestone for the Gamesys business.”

The launch was followed by the roll-out of 888’s Bingo Appy and the MAGIC888 casino products, and an offering from Bonza Gaming, all of which remain live on Facebook.

Paddy Power has also entered the sector with the launch of the Paddy Power In-Play! sportsbook, which has since been redeveloped and will be supported by a marketing campaign in the coming months.