Bwin.Party is the result of an epic 2011 merger between global gambling operators Bwin Interactive Entertainment and PartyGaming. Since the merger, the super operator has attempted to assert its status. However, over three years on from the deal, it appears that all has not gone to plan for Bwin.Party.
Back in November, it was reported by the Evening Standard that Amaya Gaming Group, a Canadian-based developer of online gambling content and games, was considering Bwin.Party for a £1.2 billion takeover. The report also commented that the takeover talk was the result of performance-related struggles by Bwin.Party.
Confirmation from Bwin.Party
Quite often, key personnel from the rumoured takeover target later rubbish these reports – or sometimes they’re not even addressed at all. Surprisingly, though, Bwin.Party confirmed the story by admitting that it was involved in “preliminary discussions with a number of interested parties.”
Also rumoured to be in the takeover mix is Playtech, a global gambling software developer who is behind the success of the Virtue Fusion bingo network. In terms of scale, Playtech would have been considered by many to have greater buying power than Amaya, having been a pillar of the online gambling industry since it was established in 1999.
However, Amaya shocked the entire industry when it completed the acquisition of PokerStars and Full Tilt Poker for $4.9 billion in June 2014. That staggering level of investment proved that Amaya is now a bona fide player, also evidenced by its offices in Europe, the Americas, and Asia.
Expansion Ahead for Virtue Fusion Sites?
Playtech is reported to have the buying power to acquire Bwin.Party. That school of thought stems from Playtech selling a stake in William Hill’s online operation, which amounted to approximately £314 million. Another factor that would suggest a bid from Playtech is the developer’s announcement that it was raising £247 million to pursue “acquisitive and organic opportunities.”
Now, what could this possibly mean for Virtue Fusion? Well, the online bingo network would have a clear opportunity to expand. 888 and Dragonfish have long dominated the online bingo market with their collective offering, which often sees cloned sites launched with varied skins. In contrast, Virtue Fusion sites have much more to them, not coming across as mere clones.
Should Playtech manage to acquire Bwin.Party, then the global software developer would be able to add extra Virtue Fusion sites to develop the brands it could potentially acquire.
Cashcade Owned by Bwin.Party
On that note, Bwin.Party owns the modest online bingo network Cashcade. Although it’s a relatively compact network, it draws interest because it features recognised brands in the form of Foxy Bingo, Mail Bingo, and Mirror Bingo.
Those three bingo sites could eventually access Playtech games and/or Virtue Fusion bingo software. At present, the bingo software is provided by 888/Globalcom, so there would likely be a change if Playtech purchased Bwin.Party. However, the gaming experience could go unchanged if Amaya completed the deal, as the software developer seems more focused on online poker for the present.