These days, news of a brand new bingo site doesn't quite hit the same levels of excitement as previous years. That's because anything "new" is usually something we've seen before as networks churn out more and more replicates of their other brands. However, our excitement defcon levels have jumped a notch today with news coming from Rank, owners of Mecca Bingo.
Last month Rank, combined with 888, made a surprise bid for William Hill. That approach failed and the idea has now been scrapped. Instead, Rank have revealed plans to launch a brand new bingo brand to coexist alongside Mecca Bingo. That brand will be called, according to EGR Magazine, Luda and it will launch in the first part of 2017.
We did a bit of searching around and we're wondering whether Rank had plans for Luda long before their unsuccessful bid for William Hill. The ludabingo.co.uk and ludabingo.com domains were registered back in March 2016, whilst the company Luda Bingo Limited was incorporated in November 2015.
The Meaning Of Luda
So why Luda? Luda seems to be a pretty meaningless name but perfect for a bingo brand perhaps? We did a bit more searching and discovered that Luda is a Russian baby name that means "love of the people" (She Knows). It's also a short name for an industrial conurbation and port in NE China that includes the cities of Lushun and Dalian. Luda could also be short for ludacris but we'd be surprised if Rank had chosen the name based on that.
So what can we expect from Luda Bingo? Well it's impossible to say although we're pretty sure "industry experts" will soon be telling you about the welcome bonuses, promotions and games you'll be able to play - even though they don't know. We'll not do that but we can speculate that Luda will follow Mecca Bingo on to the Virtue Fusion platform. That will allow them to do linked promotions and prizes.
We'll also speculate that Luda Bingo will be different from Mecca so that it has it's own clear identity. It'll be interesting to see how things progress for Luda and Mecca. Gala Bingo once launched a new brand - Minxy - and that failed to get traction despite having a big advertising campaign and rising interest in the game. Luda is entering a saturated market at a difficult time - but something genuinely new might just be the shot in the arm online bingo needs.
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