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CasinoFlex is the newest (sort of) offering of the familiar 888 Holdings, parent company to 888's stellar line of gambling products. 888 Holdings has owned and operated Dragonfish, a software subsidiary centrally concentrated on bingo products and features, since 2007. Aside from their heavy involvement in the world of online bingo, Dragonfish was used by 888 to experiment with new features like their B2B (business-to-business) casino offering.
After 2015 proved a financially successful year in terms of their B2B expansion, 888 Holdings decided to separate Dragonfish into two separate divisions with the bingo/poker offering retaining the original Dragonfish brand and the blooming casino offering embracing a new rebrand as CasinoFlex.
888 has long been known for their exclusivity, relying heavily on in-house development for everything from casino software to bingo games. Over the years, 888 has begun embracing the idea of combining their exclusive in-house products with the big names of the gambling industry to ensure their players were enjoying the best gambling experience possible but never turned their back on the idea that players love exclusivity.
CasinoFlex will include over 300 casino games including all the exclusive 888 games players have grown to love like the fan-favorite slot, Millionaire Genie.
CasinoFlex will look to provide all the most popular casino games on the market. As with most casino software, slot games will be the man concentration and account for a large portion of the 300+ casino games on current offer. Over 100 of these games will be compatible with most mobile devices while the newly established CasinoFlex development team diligently works to add as many more mobile friendly games as possible. Expect to continue to see that 100 number rise as the rebranded division settles in.
The main difference between CasinoFlex and the more prominent casino software offerings is the target market they have established. 888 Holdings has no intention of pitting their newly rebranded casino offering against the long established brands of Playtech and Microgaming. Instead, CasinoFlex will target smaller-to-medium sized operators and avoid the big names the topnotch offerings all compete for.
CasinoFlex will look to provide service to these second-tier operators as they grow, allowing for expansion as the operator embraces more and more players. 888's senior vice-president and head of business development, Yaniv Sherman, believes that CasinoFlex's unique business strategy can carve out a niche and become the first-choice solution for emerging casino sites.
According to their website, CasinoFlex will feature a "full range of promotion and bonus capability, including free spins. Winnings offered in real money, game bonus money, free spins, loyalty points." The casinos partnered with CasinoFlex will also feature an "Invite a friend" from social platforms.
CasinoFlex will look to provide whatever service online casinos desire. They plan to offer marketing, software and support options for all the new partners joining the team. They pledge to offer a "fully managed solution: support, fraud, operations, e-payments, game management, marketing / CRM (optional)."
"Lena Sciberras is head of our Casino Content. With many years of experience covering online casino products and working with some of the biggest online software and payment providers in the casino industry Lena is ideally placed to ensure quality and accuracy across all of our casino content and consumer advice."
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