888 Flexes its B2B Muscles with Dragonfish Rebrand

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.

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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.