There's been rumblings for a few weeks now that Mirror Bingo will be moving house in the near future. The brand has been part of the Cashcade set-up since it's launch, first as a standalone and more recently as part of a network. However it now seems that a parting of the ways is imminent with a deal with Playtech finally agreed.
This means that Mirror Bingo and associated brands like The Daily Record will soon be offering players games via the popular Virtue Fusion platform. Mark O'Donnell, Trinity Mirror's Head of Group Partnerships, explained: "We see a huge opportunity to grow our online gaming revenues, and to leverage our audiences, brands and content, particularly in mobile which is seeing significant growth. Virtue Fusion has the best-in-market products and we are delighted to be working with them" (PR Newswire).
Mirror Bingo are the second brand to jump ship from Cashcade. Closer Bingo also left the network to take up residence with Virtue Fusion who now boast a large number of big name brands using their proprietary software. It's good news for the VF Network but we're concerned that there's now going to be a lot of sites offering the same promotions with little or no exclusives for players. Mirror Bingo's track record in exclusive offers isn't good.
According to the press release "Trinity Mirror is one of the largest multimedia publishers in the UK with a portfolio that spans the country. Its iconic publications, websites and digital services bring news, entertainment and new opportunities to local, regional and national audiences every day". That's all well and good but that wasn't enough to convert readers into bingo players with the Cassava set up - what makes them think changing platform will be successful?
The change however should give Mirror Bingo more opportunity to take on their newspaper rivals at Sun Bingo. Over the years we've commented about just how far ahead The Sun are in these stakes. Hopefully Trinity Mirror won't follow Bauer Media's decision to not have affiliates pushing their brands. We suspect though that it won't be the case! As yet there's no word about when the switch over will occur or how player accounts will be handled. As soon as we have news we'll try and let you know.
For Cashcade the signs aren't looking good. The departure of Closer and Mirror will see only ITV Bingo as their "big name" brand and they're far from pulling up trees in the excitement stakes. Rollover though has been given a new lease of life - yet more needs to be done by owners Bwin to give the whole set up a much needed boost.
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