Poll results: Brand partnerships key to social success

Following bwin.party’s declaration that its three-year partnership with Manchester United would complement the company’s move into social gaming, the majority of eGaming Review readers believe that brand partnerships will help some of the industry’s leading operators fully establish themselves in the social gaming sector.

The London-listed operator is one of many to enter into a high-profile partnership with a world-renowned brand outside egaming, but among the first to directly link the move to the advancement of its social strategy.

Some 56% of readers consider such partnerships – other examples of which can be found in Rank Group’s deal with The X-Factor and Gamesys’ Red or Black tie-in – as central to the future social success of those within the online gambling sphere.

However 44% remain unconvinced, perhaps believing there are better routes into an industry a growing number of egaming companies are beginning to embrace.

Gamesys was recently awarded the opportunity to take a more direct route, becoming the first operator to offer real-money gambling on the Facebook platform.

In an exclusive interview with eGR at the time, Gamesys COO Lee Fenton explained that existing Jackpot Joy customers will be able to log on to Bingo Friendzy using their real-money accounts. However, it is important to note that the social network is yet to announce plans to allow additional companies to launch cash gaming on the platform, making the UK operator a unique case.