By Simon Collins, Founder, Cashcade Ltd.
Innovation in the UK online gambling market is moving so fast that even the most tried-and-tested practices are being abandoned to build valuable new niches.
Affiliates have long been a crucial aspect of marketing for entrepreneurs entering the burgeoning online bingo space. However, one start-up is taking a different route to market, believing that affiliates aren’t necessary.
Tryst Bingo is a new offering that will be keeping all of its marketing in-house and is relying on some of the more cutting-edge social marketing techniques, such as Facebook, to build its player base.
To those outside of the industry this may not sound particularly significant. However, in the world of online gambling it’s the equivalent of a FMCG company launching a new product without using TV advertising.
The new game is being launched by Fatbronze Ltd. The company’s Barry Smead explains the thinking behind the plan : “Starting a business whereby you give away lifetime player revenue is not in the interests of the company. We intend to reinvest our revenue not give it to affiliates. Fatbronze Ltd mission is to provide online gamers with the best choice of games and player experience this can only come from continued investment.”
Developed using a skin from Cashcade, and using the 888/Dragonfish software, Smead is confident that, with the many years gaming industry experience behind it, Tryst will be able to achieve a strong presence in the market place.
The site’s name was conceived when researching dictionary terms for having a good time and meeting new people. “Tryst; a meeting of two lovers” – the player and the game. However, it’s evidently a meeting to which affiliates aren’t welcome. What do you think? Can a new company succeed without affiliates?