Unibet debuts new standalone bingo product

Unibet has completed the migration of its bingo product from Playtech’s Virtue Fusion to a new network powered by Estonia-based supplier Relax Gaming.

New bingo products for Unibet, Maria.com and Bingo.com all went live on across desktop and mobile yesterday morning and feature a complete design overhaul, revamped graphics and game play improvements.

The Stockholm-listed operator has also launched a new bingo loyalty programme which offers customers the opportunity to regularly spin a wheel to win cash and free spins.

Unibet’s recently appointed chief product officer Daniel Eskola told eGaming Review this morning the programme and the addition of more winnable jackpots were designed to increase the “anticipation and excitement” of playing bingo for the customer.

“We’re trying to replicate what happens in casino with near wins by improving the win sensation and creating an emotional thrill when playing bingo,” Eskola said.

“We didn’t have the functionality to do this before and we expect customer satisfaction to improve,” he added.

Eskola also revealed the operator planned to add new innovative features to the product in the coming months, in-line with its mobile-first strategy.

The switch to the recently launched Relax Gaming bingo network, first revealed by eGR in February, comes after Unibet opted not to renew its contract with its previous supplier Playtech.

The bingo launch replicates Unibet’s poker strategy with the firm leaving the Microgaming Poker Network to go it alone with its poker product in early 2014.