Marketing plays a fundamental role in the online gaming industry. As players, we may tire of the business gobbledegook, but advertising and promotion remain crucial for maintaining and growing the sector. After all, how else are we to find out about new bingo formats, fresh casino launches, or exclusive bonuses?
Tau Marketing Services was a company that positioned itself at the heart of this function. They often used business jargon such as “proprietary analytics methodologies”, which may sound impenetrable to outsiders but is a familiar language within the industry itself.
The company was incorporated in 2014 and was registered in north London under company number 09234379. According to Companies House records, Tau Gaming Limited remains active. Its listed business category is “media representation services”, which reflects its focus on marketing and media activities rather than direct gaming operations.
In practice, Tau provided marketing and performance services to a wide range of gaming brands, especially in the bingo and casino sectors. The business analysed data such as site performance, player activity and financial returns to create reports for operators. This information helped operators choose the best games, refine site design, run effective promotions and target communications such as emails at the most responsive customers.
In earlier years, Tau had strong ties with 888 Holdings and its Dragonfish bingo network, and it managed marketing for well known sites including Hunky Bingo, Zinger Bingo, Slots Angel and Secret Slots. However, those arrangements changed when Broadway Gaming acquired Tau Marketing Services and its network. As a result, Tau no longer owns or operates any brands directly, with Broadway now responsible for those assets.
From a player’s perspective, the impact of Tau’s work could be seen in the tailored offers, promotions and communication that made sites feel more engaging. From an operator’s perspective, these services maximised return on investment and helped keep players loyal. Whether seen as a way of extracting more value from customers or as a method of improving user experience, the effect of targeted marketing and analytics in the gaming sector was significant.
In summary, Tau Marketing Services played a notable role in the UK bingo and casino market throughout the 2010s. Its expertise in data driven marketing made it a key partner for major operators. Today, the legacy of Tau continues under Broadway Gaming, which absorbed its brands and marketing operations into a wider portfolio of online bingo and casino sites.
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