The use of direct licensing agreements begins to grow

The largest gaming and betting company in Ireland, Paddy Power plc, through means of a direct licensing agreement with Parlay Entertainment of Canada, has reinstituted Paddy Power Bingo.

In the past, Paddy Power Bingo functioned as a part of a bingo network that had also been powered through the use of Parlay Entertainment technology.
Peter Trinz, who is a senior VP of Parlay Entertainment announced that this is a significant step for Paddy Power in transitioning to a standalone bingo software approach. Trinz adds that the company has been stressing liquidity growth since their launching which took place about a year ago, and that they are sure that adding bingo will complement their existing entertainment portfolio.

Mark Nunan is the head of Paddy Power’s online bingo says that his since the entering of his company into the bingo market about a year ago, they have come to appreciate the easy access that the network model has provided, along with liquidity, a minimum of infrastructure costs and product knowledge. Nunan says that along with the substantial growth that his company has experienced, their business needs have grown and they have a need for the greater control, independence, and flexibility that is available through the standalone model. Nunan says that his company sees their joining with Parlay as a partial solution to these problems.
It has been fond that with regard to online bingo, both standalone and network solutions can function as proven business models.

With the growth and maturity of the industry, Parlay has begun to see a number of the larger gaming operators such as Paddy Power considering the option of leaving the incubatory environment that is characteristic of a network and moving on to a standalone solution.

Trinz says that when your brand already has an existing infrastructure, various marketing channels and marketing strengths, the standalone solution can definitely offer better returns, in addition to greater control and therefore makes better sense.

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