ADVERTORIAL
How exactly will the player
experience change following the
launch of the new bingo client on
Unibet, Maria and Bingo.com, and
will there be any impact on the
jackpots and prizes available?
Players will notice a fastdeveloping product with updates,
clever solutions and new features
being delivered regularly.
Partnering with Relax Gaming
has proven to significantly speed
up the development process and
allow us to achieve faster time
to market. We share a forwardthinking approach to the full
customer experience, across
multiple platforms and output
devices, and we aim to stay
relevant through innovation with
a fast response to customers’
feedback and ideas.
We believe that a fun and exciting
bingo product should deliver
a multi-layered and rewarding
experience. When analysing the
shortcomings of our old client,
we found that 90% of our active
bingo players were getting less
than 50% average payback when
playing bingo, compared to the
expected 80%. This meant that
too many players were having a
bad experience by hardly winning
anything.
Our new client seeks to address
this so that even if they lose in
the main bingo game, they can
still have a winning experience
thanks to our new loyalty system
which offers them the opportunity
to regularly spin a wheel and win
cash, bonuses and free mini-game
spins.
trying. With inspiration taken from
casino games, we’ll add special
game effects in order to get the
heart racing and enhance that
near-win experience.
The bingo market is notoriously
competitive across Europe. In which
markets do you see most potential
for penetration and growth with the
new bingo product, or do you see its
main benefits as deriving from the
retention of player spend within the
Unibet ecosystem?
Bingo is a popular product in
a number of our core markets,
particularly Scandinavia and the
UK. We hope that launching a
unique and innovative product
will help us to grow organically in
those competitive markets. Having
said that, we also soft-launched
the new bingo client in two of the
regulated markets where we hold
licences – Belgium and Estonia
- and the results are looking
very promising with great player
interest and activity so far.
Bingo is also a great complement
to our casino-focussed brands
and will increase our opportunities
to cross-sell between products
and build customer loyalty. Unibet
players will now be able to access
the full casino game portfolio from
the bingo lobby, allowing them
to easily enjoy a multi-product
experience. Even if bingo is a small
percentage of the overall business
compared to sportsbook and
casino,
“[...] It’s important
for us to offer bestin-class products to
our customers.”
With an exciting new bingo
product, offering more winners and
the addition of casino elements
into the bingo gameplay and
loyalty mechanics, we hope to
see increased player interest and
satisfaction that will help us grow
across the board and lead to an
increased market share going
forward.
Lastly, why should affiliates be
interested in this latest product
innovation?
As an affiliate, irrespective of
whether you actively target bingo
traffic or not, your goal should
be to partner with programs
which deliver the best products
and player experiences overall.
Satisfied customers are more loyal
and will drive more revenue in the
long run.
We hope that the launch of the
new bingo client might encourage
some new bingo-specific affiliates
to sign up to the Unibet Affiliates
program, and at the same time
assure existing and ne ܁