Following the latest news of the Gala Leisure rebrand to Buzz Bingo, there has been much speculation as to who the bingo giant will team up with to launch the online platform of their bingo service and the choice of partner has taken some by surprise.
The New Face of Gala Leisure
The rebranding follows on from the acquisition of the Galabingo.com by Ladbrokes/Coral with major renovations planned for all of the 124 clubs owned by Gala Leisure. These renovations are already underway with some locations having already changed their name to Buzz Bingo.
John Kelly, an industry veteran was welcomed on board to steer the rebranding process and one of his key goals is to develop the online arm of the brand and encourage a younger generation to catch the bingo bug.
The announcement was made by the company that Playtech, the world’s largest supplier of online gaming and betting software would be providing them with the online platform meaning that they would be using the same software as competitors such as Mecca, Sky and Paddy Power.
Gala Leisure has been working hard on its new business strategy that featured a new online gaming experience for its customer.
In partnership with Playtech, they are aiming to offer members the ability to play both bingo and slots from a single, in-venue account bringing a complete “omni-channel” approach to gameplay.
One of the industry’s independent news sources Gaming Intelligence commented that by 2019 the complete “omni-channel experience would be live”, yet it is not known whether any online services will be open prior to that date.
Change of Direction
Some industry insiders had been surprised by Buzz Bingos choice of online platform provider, however, many are now saying that Playtech was an obvious pick.
Buzz Bingo are looking to put as much distance as possible between themselves and Gala and with Gala offering a range of exclusives such as popular game ‘The Chase’ and ‘Emmerdale’ it now looks like Buzz Bingo are hoping to match their success by offering a new range of bingo games, slots and promotional deals.
Other online platforms that would have been available for consideration were Jumpman whose site Luck Cow Bingo recently won the Which Bingo 2018 award for Jumpman’s best bingo site and also Cozy Games which has over 4.5 million registered players.
Software giant Gamesys was also in the running but unfortunately, they were unable to offer a single-wallet solution that would have given Buzz Bingo an edge on its competitors.
Dragonfish was also apparently in with a chance of partnering with the Buzz brand but were considered to be not exciting enough to be associated with the rebranding leaving Playtech one of the only other viable options.