Bwin.party extends Dragonfish bingo agreement
Parties agree new four-year deal to keep bwin.party's UK bingo brands on 888's Dragonfish platform
Bwin.party has quashed rumours of a split from 888 B2B arm Dragonfish after signing a new deal for its UK bingo brands, including Foxy Bingo and Cheeky Bingo, to remain on the Dragonfish platform for the next four years.
The contract extension comes after weeks of negotiations with the current agreement due to expire this month and bwin.party, through its wholly-owned bingo subsidiary Cashcade, keen to secure an improved deal.
In March, bwin.party revealed it was to consider whether it should migrate customers on to its own proprietary platform or extend the agreement with 888 under revised terms.
And according to bwin.party director of games Golan Shaked, the new deal will allow the operator to add additional bwin.party proprietary games onto the Dragonfish platform.
“Under the new agreement, we will look to secure a unique point of differentiation and potentially open up other revenue streams by introducing some of the most successful bwin.party proprietary games onto the Dragonfish bingo platform,” Shaked said.
“The agreement will also support the execution of bwin.party’s tactical shift from ‘volume to value’ by enabling it to focus on developing its sports and poker products in-house,” he added.
The new deal was welcomed by 888 and Dragonfish and comes after analysts had warned of the potential financial loss to the business should the partnership with bwin.party come to an end.
“We are delighted to be renewing our long-standing successful relationship with bwin.party,” Yaniv Schwartz, head of Dragonfish, said.
“This will allow bwin.party’s customers to continue to enjoy the Dragonfish bingo platform’s rich set of content, unmatched mobile proposition and entertaining features,” he added.
Last month 888 migrated its entire portfolio of bingo brands into one in-house affiliate network after having selected it Uffliates platform as its preferred programme.