Broadway Gaming have been in the bingo business for many years and it was at one of their sites, Butlers Bingo, that the largest ever win at an online bingo site was recorded back in 2012 (the £5.9 million win was on a progressive jackpot slot rather than on a bingo game). After the Microgaming bingo product was retired last year, all of Broadway’s bingo sites – the others are Rosy Bingo, Glossy Bingo, Dotty Bingo and Bingo Diamond – were relaunched on new software. We caught up with Luv Prakash their Marketing Director for a Q&A session.
Q: After many years on the Microgaming bingo platform, you migrated all of your sites to Pragmatic Play bingo last year. What challenges, if any, did you need to overcome in the migration process? And how has the new software gone down with players?
A:After a thorough provider evaluation we decided migrating our sites onto the Pragmatic Bingo Client & Network was the optimum move for us. Our players demand high-quality games, and we were certain Pragmatic Play’s products would exceed our and their expectations. The games have performed extremely strongly since the migration, but a lot of work went into the process to ensure the portfolio was delivered seamlessly.
In order to do so we concentrated on reducing player friction and maintaining system stability to make sure our reliable and trusted reputation stood firm. Another core part of the seamless migration was minimising any downtime to prevent players from experiencing any barriers to enjoying the wide range of bingo games. Setting up training and new operational procedures meant that our team were on hand with expert knowledge to provide exemplary customer service.
Players’ interests are paramount and this drove our migration plan to create a player journey as familiar to the one they have come to love. Pragmatic Play’s sleek and varied product offering, coupled with new and innovative promotions ensured our players’ engagement levels were not impacted negatively.
Q: In February of this year you agreed a deal to add Eyecon slot games including the ever popular Fluffy Favourites to all your sites. Can we expect deals with more slot game providers to add more games in the future and if so, when?
A: Eyecon is one of the UK’s most recognised game developers and is highly popular in the bingo world. Being able to offer its suite of games was a big step in enhancing the choice of innovative games to our loyal customers. It signalled a new direction for the business to make the best third-party content available and help Broadway Gaming reach a new iGaming audience.
The process of migrating our platform to Bede Gaming is set to be complete later this year, at which point we will be looking to add more third party content providers in a sustainable manner. It’s an exciting time for the company as we continue to innovate and grow.
Q: Over the last few years more and more players have been using mobile devices to play bingo. What percentage of your players are mobile and does it make a difference to which games they play and how they use the site?
A: Our data reveals that a little more than half our players have been using mobile devices to play bingo and the industry is only heading further down this path. Our websites and user flows are curated to offer a responsive and personalised experience based on the users device. Any changes in the user interface are monitored and measured to ensure the player journey remains simple and frictionless. Broadway places huge importance on really understanding its players to allow us to provide a personalised experience that has been shaped by rich data.
Q; Can you tell me a bit about your exclusive Broadway bingo room?
A: The Broadway Bingo Room is our exclusive 90 ball bingo room that opens at 11am and runs until 1am every day. The Broadway Room has been designed to offer our players a tailored bingo offering and enhance the community and social aspect of online bingo. In total there are 11 games that run per hour with ticket prices ranging from 10p to £1. Jackpot prizes are there for the taking in over 90% of the games, including the highly popular Jackpot Got2Go, a £1000 must-win jackpot that runs from 9pm every Thursday.
Q: In the past you’ve run some very exciting player promos with cars or holidays to be won. Do you have any special promotions planned for this summer or later in the year?
A: The Broadway Room is synonymous with fun and exciting promotions for our players. This year we are planning on helping our players be summer ready by focusing on what will create maximum joy after what has been a tough time for everyone. Players will be in for a chance of winning BBQs, shopping vouchers and dinners with friends & family.
Thanks for talking to us – it’s great to see an operator placing such importance on the community aspect of bingo and we’re really excited to see what those summer promotions are!