888 Flexes its B2B Muscles with Dragonfish Rebrand

January 14th, 2016

SHARE

888 Flexes its B2B Muscles with Dragonfish Rebrand

888 Holdings, the parent company of high-ranking iGaming operator, 888, has announced an overhaul of its B2B (business-to-business) axis, Dragonfish.

In a press release issued to industry insiders in early January 2016, 888's senior vice-president and head of business development, Yaniv Sherman, announced that Dragonfish's casino offering will now operate under the brand name CasinoFlex.

The decision to split Dragonfish's brand is, according to Sherman, the result of a successful business year in 2015. 888 strengthened its already strong working relationships with operators such as Foxy Bingo and Moon Games as the year wore on, seeing an upturn in its B2B activity during the 12-month operating period as a result. In order to capitalise on this growth, 888 has taken steps to rebrand its B2B offering and refine its overall package of services.

CasinoFlex to Offer a Range of B2B Options

Sherman explained that many partners were able to "cherry pick" the casino services offered by Dragonfish (now CasinoFlex), adding that this flexibility allowed a large number of companies to augment their B2C (business to consumer) offering. "We had a great run in 2015, with several partners launching casino sites to complement their bingo proposition, and others who went straight to casino with no bingo," explained Sherman.

He went on to say that aim of the rebrand was to distinguish 888's B2B casino product from its instant bingo games, and to target small-to-medium-sized operators more effectively. "We used this traction and momentum to rebrand and mainly differentiate...as we see a designated pool of operators who are interested in the Dragonfish platform and game portfolio," said Sherman.

Dragonfish has been an official offshoot of 888 Holdings since 2007, and was set up to offer B2B partners a complete suite of online casino solutions. The entity was licensed in a variety of global locations, including the UK, and forged a number of high-profile partnerships in recent years by offering a broad service that included casino software, games and marketing support.

CasinoFlex will continue working in this vein, but Sherman stressed that the new face offer will something different, and won't complete directly with market leaders such as Playtech and Microgaming. By focusing on smaller B2C operators and providing the services they need in order to grow, Sherman believes that CasinoFlex can carve out a niche in the market and become the first-choice solution for emerging casino sites.

Rebrand Could Mean More Options for Players in 2016

so what does this mean for players? On a day-to-day basis, 888’s latest move won't have much direct impact. Each of the company's primary products, including 888casino, 888poker and 888sport, will continue to operate as they did before, and Dragonfish will continue to exist as the firm's flagship bingo offering.

However, what the rebrand could do is give emerging sites an opportunity to compete in the e-Gaming market in 2016. According to Sherman, CasinoFlex has an arsenal of 300 casino games and will offer marketing, software and support options for new partners. This range of services could help more fledging platforms to enhance their offering and become bigger market players. The net result of all this activity could be a more diverse and exciting range of services for punters to choose from in 2016 – welcome news indeed.

Casino News Articles


Celebrate Easter with Betsafe and an Easter Egg Hunt
Celebrate Easter with Betsafe and an Easter Egg Hunt

Easter might be a time for stuffing your face with chocolate treats, but Betsafe has a different type of treat in store if you're a fan of online casino games. By taking part in the great Betsafe Egg ... Read More

NetEnt Announces Emoji-Themed Slot Game
NetEnt Announces Emoji-Themed Slot Game

Whether you see them as a bit of fun or harmful to the communicative skills of the next generation, there’s no doubt that Emojis are here to stay. So it's no surprise to learn that the world of online ... Read More

Suicide Squad Slot in the Works at Playtech
Suicide Squad Slot in the Works at Playtech

Not content with its successful online video slots based on various Marvel comic characters, long-standing developer Playtech has teamed up with Warner Bros to adapt its various DC Comics franchises t ... Read More

iSoftBet Teams Up with William Hill to Provide Content
iSoftBet Teams Up with William Hill to Provide Content

One of the UK’s leading bookmakers, William Hill, is looking to enhance its casino offering and has made positive steps towards doing just that after inking a deal with premier games supplier iSoftBet ... Read More

Enjoy All 3 of the New Superman Slots at Paddy Power
Enjoy All 3 of the New Superman Slots at Paddy Power

Playtech's superhero series is rolling back the years once again, this time with three Superman-themed online slots. Following the release of its new "old school" Batman series, Playtech has spun back ... Read More

More DC Comic Branded Slots Coming From Playtech in 2017
More DC Comic Branded Slots Coming From Playtech in 2017

One of online casino gaming’s premier slotmakers has announced an exclusive deal with Warner Bros to bring their latest big screen smash hits to the world of iGaming. Playtech will commence work on sm ... Read More

Casino Navigation

Newsletter

Sign up for the free Gambling.com Newsletter to stay on top of all the best bonuses!
We will never share or misuse your personal information. Privacy Policy

Latest Casino News

CasinoGuides

Country Guide