At first glance, it may seem as if CasinoFlex is a small, niche casino software platform which is battling the big boys to grab a toe hold in the online casino market. A small fish in a shark-infested sea. They are, after all, a relatively small outfit, based in Sofia, in Bulgaria.
In fact, nothing could be further from the truth. They are in fact, yet another offshoot in industry behemoths 888 Holdings’ attempt at complete market domination. Already the biggest names in online bingo, 888 are the force behind so many of the complex network of names featuring on so many bingo sites. Brands like Dragonfish (software) and Cassava (banking services and payments) can be found on dozens, maybe hundreds of different online bingo sites, all effectively owned, operated by or powered by the ultimate masters of the gaming universe, 888 Holdings.
In truth, 888 were a little behind the curve when it comes to online casinos – the initial focus seems to have been on the bingo side. And this is where CasinoFlex comes in. Bigger companies (in casino market terms) like Microgaming and Playtech had to a certain extent stole a march on Dragonfish, capturing much of the market in the early explosion of online casinos in recent years. CasinoFlex is a part of 888 Holding’s attempt to fight back in the increasingly competitive market of Business to Business Marketing (B2B).
B2B is the way that makes it so relatively easy to open a new online casino. You don’t need to design a new site from scratch – you can just buy a “turnkey solution” off the shelf. These are often referred to as “white label” sites: effectively the same framework, or “platform” is used, with the new name and branding simply superimposed on top.
CasinoFlex is in fact, an offshoot of dragonfish, used to promote a niche form of casino software. It is designed to attract potential white label operators with a bespoke, simple to operate site. This is then customised to suit the requirements of each individual operator.
This platform is designed to suit operators who are not really looking to compete with their really big competitors, like the sports betting portals or top casino names. Instead, they are looking to occupy a more comfortable, reliable income stream – offering many of Dragonfish’s exclusive games, together with a smattering of popular favourites from the superstars of slot software, like NetEnt and NYX.
Casino Flex will offer these operators a complete suite of management services, including licencing games, payment services, fraud prevention and security services, player data, management reports, marketing and promotions and so on.
From the player’s point of view, you can rely on CasinoFlex to provide the same excellent, reliable service you have come to expect from its more bingo-focused sister company, Dragonfish.