888 makes B2B push with Casino Flex

888 is making a renewed push into the B2B casino space after rebranding its Dragonfish casino services following success with a number of recent customer sign-ups.

According to the firm, the newly named Casino Flex offers operators a flexible casino solution with customers having the option of either integrating a casino into an existing site or launching a standalone brand.

Speaking to eGaming Review, 888 senior vice-president and head of business development Yaniv Sherman said the firm’s experience with new partners such as Foxy Casino and Moongames gave it the confidence to repackage the product.

“We had a great run in 2015 with several partners launching casino sites to complement their bingo proposition, and others who went straight to casino with no bingo,” Sherman said.

“We used this traction and momentum to rebrand and mainly differentiate it from the bingo instant games, as we see a designated pool of operators who are interested in the Dragonfish platform and game portfolio,” he added.

Sherman said customers were able to “cherry pick” the game composition, which also includes in-house 888 titles, and select from an array of required services such as CRM, marketing and customer support.

The firm highlighted the UK as a core market, pointing to recent Gambling Commission figures as proof there was room to grow, while Sherman also revealed Casino Flex was close to securing a number of “key contracts” in other countries.

The product has been designed with operators of a more modest size in mind, something which Sherman said would set it apart from other casino suppliers such as Microgaming and Playtech.

“Casino Flex is a different offering in the sense that it can cater to smaller operations and scale up as they grow,” Sherman said.

“This is a different approach, which worked very well for us on the Dragonfish Bingo Network and now we are carrying that into the casino market,” he added.