Gaming Realms pulls Bingo Godz app ahead of relaunch

Gaming Realms is planning to relaunch its flagship Bingo Godz brand on mobile next month after it took the decision to pull its app from the App Store with mobile bingo development cited to be “harder than anticipated”, eGaming Review has learned.

The mobile app was removed from the App Store last month in order to focus on a HTML5 version, with partner Bede Gaming tasked with creating a consistent experience similar to its successful sister brand PocketFruity.com.

The new mobile site and iOS app is to be unveiled early-to-mid-September and Gaming Realms’ commercial director Simon Collins said customers would see a marked difference following some initial challenges with the platform and product development.

“We’ve spent the last few months really honing the whole experience and fixing it to make sure it’s exactly as we anticipated it at the get-go,” Collins said.

“What we’re trying to do is quite complicated with the Godz appearing in the middle of the screen on any kind of device, whether it’s tablet or mobile, and giving players bonuses.”

“It’s not an easy thing to get right but it’s part of the reason we wanted to do it and to make sure we had something that we think is competitive and different in the marketplace,” he added.

Bingo Godz was first launched last September, backed by a seven-figure TV advertising campaign to established what it described as “a new style of mobile gaming” in the UK.

Yesterday the operator announced its acquisition of Bingoport owner Blueburra Holdings for £10.5m including £5m in cash and shares with the remaining amount to be paid over the next three years.

The deal follows-up on the purchase of affiliate and marketing agency Quick Think Media last year for £2.2m.

In June Gaming Realms reported a 49% sequential increase in H1 2014 revenues, but posted a £4.9m loss for the period citing substantial marketing investment.