Six months after bringing its poker network to an end, Microgaming has officially confirmed another closure of its services, the bingo network. This move will mark an end of an era for the software company, whose future strategy will be exclusively based on the development of digital casino content.
The privately-held gambling software provider has intensified collaboration with independent game studios over the last couple of months whose innovative products allow Microgaming to deliver an even greater choice and better gaming experience to the operators and players.
Among the latest studios to have joined the supplier’s network are Alchemy Gaming and PearFiction.
Is Bingo Vertical Ending?
According to a spokesperson, Microgaming is determined to shut down the bingo vertical due to its struggle to “survive” on the market. The company’s decision is based on an extensive strategic review from January when operators were notified about the gradual closedown. At the end of 2019, the network had eight sites including brands Betsson, which joined in October 2018, Butlers, 32Red, Betway and Danske Spil.
“We notified affected operators in January and have been working with them closely to minimize disruption. For reasons of confidentiality, we cannot confirm the names of those operators nor, as we are working with those customers on the closure plan, exactly when the network will shut down,” added the spokesperson.
To remain on the market, Microgaming has appointed Leon Thomas as its managing director for bingo in June 2019. Former IWG commercial chief joined the Isle of Man based firm to oversee the process with bingo due to his extensive experience with Tombola, Rank, bwin, Mecca Digital, NYX Gaming and Caesars, but the vertical continued to struggle and closing it down was the only reasonable option for the operator. Back in February 2019, IWG signed a commercial deal with the leading developer to adapt a range of classic hits into instant games.
Thomas will remain at Microgaming in a new strategic role, probably as director of commercial. His previous duties to develop a long-term business strategy for capitalizing commercial opportunities will be used for a wider distribution of online gaming content including both in-house and third-party offerings.
Key Facts About CiB
By closing one of the world’s most interactive bingo verticals with unique and popular game types and hundreds of Casino-in-Bingo side games, Microgaming will also put a permanent hold on its fully integrated chat facility, advanced bonus and loyalty program. The network also included a comprehensive suite of back office solutions for player acquisition, conversion and retention. In 2012, the studio’s software generated the biggest jackpot win in online bingo when an extremely lucky player collected £5.88 million from a 30p stake.
Among other major factors of the supplier’s bingo network are in-client promotions, as each 75 or 90-ball room is branded with extensive configuration options to provide players a lifetime experience and a unique winning system. As mentioned earlier, the poker network is also planned for shutdown after providing an award-winning experience to customer for 16 years.
Among the company’s latest announcements is also a line-up of premium titles in March, developed primarily by its growing network of independent studios, such as Triple Edge, Gameburger, Switch and Just For The Win.
“Microgaming Closes Bingo Network”, gamingintelligence.com, March 27, 2020.