The convoluted journey of Bingo.com continues with the purchase of the bingo domain and the business by Unibet. It is a relief for investors in Bingo.com to finally put this saga behind them.
The Sale of an Iconic Domain – Bingo.com
There are many reasons for a sale, most notably the continued poor performance of Bingo.com compared to other Online Bingo sites. Bingo.com rarely makes a quarterly profit, which must be the reason for the sale of the premier domain name in the niche of Bingo. A great brand does not hide a poor bingo product, players have not enjoyed the current games offering.
It does go to show that despite having a perfect domain name, the rest of the package needs to be surrounded by a team of bingo lovers to succeed at online bingo. We are, of course, talking about having great bingo promotions and bonuses in place for players. It seemed Bingo.com was scared to approach this aspect, relying instead on a brand name. This is what led to their poor performances. Players are aware that you don’t have to settle for less, and stopped playing at the Bingo.com brand.
Multiple Bingo Software Changes
Bingo.com, during its tenure under the previous owners, changed software multiple times, revamped its bingo site and launched a social bingo app called Trophy Bingo. Bingo.com then entered into an agreement with Unibet as a technology partner.
The Sale of an Iconic Domain – Bingo.com
The Unibet move meant the brand now used Virtue Fusion Bingo and the player systems Unibet have in place. Initially did not make much of a difference to the bottom line. Perhaps that was part of a plan as $8 million seemed at the time to be a very reasonable price.
The Trophy Bingo Social Bingo app has not been included in the sale. According to reports, the idea is to now focus on developing the Social Bingo app utilising funds from the sale of Bingo.com.
Unibet has reportedly acquired the company and domain name for $8,000,000 after the previous owners made no headway in growing the online bingo room. It will be interesting to see what plans UniBet now have for Bingo.com. The Swedish Gambling company is not known for its Bingo Affiliate-friendly approach, and we do not expect to see a shift in this policy.
We predict that Bingo.com will continue to plod along as merely a part of a more significant operation. It is an unfortunate situation for what is a top bingo brand name.