15 Marketing to launch bonus-free network
New bingo network launch to try and end bonus culture, according to managing director Ben Starr
Bingo affiliate and marketing company 15 Marketing is preparing to launch a brand new single-balance bingo network with its founder saying the “bonus cash war” is over.
According to managing director and founder Ben Starr, skins launched on the network will be unique in that they will operate without bonus money or loyalty points, the current backbone of bingo marketing strategy.
Rather than offering non-withdrawable first deposit bonuses, new customers will be given a free wheel spin which will determine a number of free games that will enable customers to win real cash prizes.
Starr told eGaming Review that a move to a non-bonus model, which he hopes to launch within the next three months, comes in response to the maturing market, with consumers now more able to determine good offers.
“The bonus cash war is over and customers understand the difference between Monopoly-style bonus money that is not available for withdrawal and regular cash offers that although possibly smaller, can be used across the entire product offering and have real meaning when it comes to balance and withdrawal,” Starr said.
Customers on the new network will be faced with a single balance, as opposed to as many as four balances on other networks, in a move to simplify “balance confusion and do away with wagering requirements”.
The company currently operates 15 Network, which was launched on Jumpman Gaming software in 2012, and contains 13 bingo skins, including Showreel Bingo which launched a TV advertising campaign last year.
The company is set to add a further four skins in the coming months and Starr will offer current partners the chance to launch a skin on the new network on an initial exclusive basis.
“We want to launch with partners we have a history with who know how we work and vice-versa,” he said. “After our launch phase I’m sure we’ll open it out to the public and they can choose which network they launch on “ we hope it’ll be both.”
Bonus-heavy UK-facing bingo operators could be hardest hit by the looming UK point of consumption tax which may be set to include a levy on bonus revenues.