The UK Gambling Commission licenses Broadway Gaming under Broadway Gaming Ireland DF Limited. Broadway has marked several milestones since its inception in 2010. Starting with the launch of Butlers Bingo, they expanded by introducing Glossy Bingo in 2013. 2014 saw their first acquisition, Rosy Bingo, followed by Dotty Bingo’s acquisition later that year. In 2015, they acquired Bingo Diamond. Their most recent notable expansion was in 2022 when they acquired the Dragonfish B2B & B2C platform (hence DF in the licensed company name).
The acquisition of Dragonfish by Broadway Gaming was a significant move in the online gaming industry. In a surprising decision, 888 Holdings opted to sell its popular online bingo business, Dragonfish, for $50 million to Saphalata Holdings Ltd, a part of Broadway Gaming. The deal was slated to be completed in the second quarter of 2022​. This acquisition was part of a more significant $50 million deal to accelerate Broadway Gaming’s growth strategy, establishing a more substantial presence in the industry, particularly in the US market.
Dragonfish had carved out a reputable name in the online bingo sector, giving birth to some of the UK’s most popular online bingo brands, including 888 Ladies and Costa Bingo. Despite its success, 888 Holdings decided to sell this arm to focus on extending its B2C assets and US operations​.
The acquisition encompassed all of Dragonfish’s consumer-facing brands, clients, operations, technology, and assets, contingent on approval of a UK operating license for the new structure. This also meant that non-888-owned online bingo brands utilising Dragonfish software would need to agree to new terms and conditions if they wished to transition to Broadway’s new operation. Broadway Gaming had agreed to onboard all employees currently working for 888’s bingo business, ensuring a smooth transition​.
David Butler, CEO at Broadway Gaming, expressed delight over the acquisition, envisioning it as a step towards achieving a more substantial global footprint in crucial regulated bingo markets. The acquisition was a significant opportunity for further expansion in the B2C and B2B segments, aligning with Broadway Gaming’s aspirations to become a globally preeminent online bingo business​.
This acquisition illustrated Broadway Gaming’s strategic efforts to expand and diversify its operations, reinforcing its position in the online gaming industry.
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