888 and Paddy Power revamp bingo products
888ladies and Paddy Power Bingo both receive makeovers as vertical continues to struggle in the UK market
Leading operators 888 and Paddy Power have launched new versions of their bingo products in an attempt to boost the performance of the vertical.
Gibraltar-licensed 888 has revamped its female-focused 888ladies.com site and also designed a new multi-media marketing campaign to promote the product with the tagline ‘You Make It Great’, following a survey of customers and bingo enthusiasts.
The re-launch comes amid a run of disappointing quarterly bingo performances for the operator with its recent Q3 results revealing a 21% decline in revenues.
During the summer, the company restructured the bingo vertical, which it bought from Wink Bingo in 2009, to reflect the set-ups of both its poker and casino businesses. This led to a centralisation of a previously international bingo team in Israel, while it also took 888 marketing specialist Ran Milo from casino.
The new site includes a number of additional features including a ‘make it great’ vote which gives players the opportunity to voice their opinion on promotions and features.
The marketing campaign includes a TV advert as well as several promotions including £888 Free Bingo rooms for new players, a £15,000 jackpot game and £500 Free Daily Bingo rooms that will be available to all depositors.
“The rebranding of 888ladies will improve the player experience and give them a voice, whilst retaining the essence of what keeps our players coming back,” Itai Pazner, SVP of 888 B2C, said.
Meanwhile, Paddy Power has also released an updated version of its bingo.paddypower.com website which ties in with an ongoing marketing campaign.
Users are welcomed to the site with the line ‘Welcome to our new gaff’ in which the operator said it had “threw out all the bad stuff and kept the good stuff”.
A new landing page which contains a scrolling banner listing current promotions is one new feature of a revamped product which is geared towards the more novice punter.
A recent advertising report from Ofcom showed bingo led the way in terms of betting advertising with the vertical accounting for more than 38% of all gambling TV spots in 2012.