PADDY LAUNCHES PARLAY BINGO

26 October 2007

Direct licensing agreement kicks off


Paddy Power plc, Ireland's largest betting and gaming company, has relaunched Paddy Power Bingo under a direct licensing arrangement with Canada-based Parlay Entertainment.

Previously, Paddy Power Bingo had been part of a bingo network that is also powered by Parlay Entertainment technology (see previous InfoPowa reports).

"Transitioning to a standalone bingo software solution is a significant step for Paddy Power," said Peter Trinz, Senior VP, Parlay Entertainment. "They've seen encouraging growth in liquidity since launching just over a year ago and have proven that bingo complements their existing entertainment portfolio."

Mark Nunan, Head of Online Bingo, Paddy Power said: "When we entered the bingo market a year ago, we appreciated the low barriers to entry that the network model provided, including liquidity, product knowledge and minimal infrastructure costs. With the solid growth we've experienced, our business needs have evolved and we require the independence, flexibility and control offered by the standalone model. We're pleased to enter into a closer relationship with the team at Parlay as part of our solution."

In the world of online bingo, both network and standalone solutions are proven business models.

As the industry matures, Parlay has begun to see several large gaming operators like Paddy Power exploring the option of moving away from the incubatory environment of a network and migrating to a standalone solution.

"For brands with existing infrastructure, channels and marketing muscle, the standalone solution offers better returns, more control and simply makes more sense," said Trinz.

Online Casino News courtesy of InfoPowa