LBN’s acquisition strategy boosted by Microgaming partnership

LBN’s acquisition strategy boosted by Microgaming partnership

Monday, July 27, 2015 Totally Gaming
Neeraj Jha wants to build LBN's network through 2015

Bingo operator LiveBingo Network (LBN) will pursue a strategy of acquisition and further partnerships after striking an agreement with content provider Microgaming.

LBN, which has 52 online bingo brands under its umbrella, will now offer its white-label partners more than 200 slot, casino and scratch card games following the agreement with Microgaming.

Neeraj Jha, LBN’s managing director, told TotallyGaming.com that the new offering, as well as building the company’s network, are a key part of its strategy.

“We are looking for more third party game providers to partner with us,” said Jha. “We are aggressively looking to expand our player liquidity by acquiring new bingo clients and brands. We are also looking to acquire bingo networks to fuel inorganic growth.”

LBN, owned by Cozy Games, said it had five priorities for 2015, including a centralised affiliate management system, which was launched as CozyPartners.com at the start of the year. It wanted an improved CRM - aided by a partnership with Optimove - enhanced UI-UX and the introduction of a loyalty programme. LBN also wanted to offer an enriched game portfolio, which has been boosted by the Microgaming deal and another agreement with Eyecon. 

“Enriching the gaming portfolio was one of the top priorities for us this year,” said Jha, whose company’s sites include Landmark Bingo, Booty Bingo and Comfy Bingo. “Partnership with Microgaming was a strategic decision for us.

“LBN has huge player base and Microgaming has superb and popular gaming content. With the partnership, we get an opportunity to offer our players a wide selection of exciting slot, casino and instant games across all devices.

“The response from players has been phenomenal - the players have started to really liked the new games. In turn, LBN benefits from increased player loyalty, higher stickiness to its brand websites and higher customer life time value.

“Going ahead, we plan to add more games from other third-party vendors to enrich our game suite further.”

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