This is not in the rumor category, but not in the “done deal” category either. Currently PartyGaming is in talks with Bwin about a merger that has potential to be worth more than £2bn and give PartyGaming some footing in internet sports betting. Merging with Bwin would give Partygaming a commanding position in sports betting. The Austrian company is not the only potential partner with which it is talking, although PartyGaming refused to name other potential partners. London-listed 888 Holdings and Sportingbet, and Sweden’s Unibet, are all understood to be looking at consolidation opportunities.
This isn’t a new trend for Partygaming, in fact they are positioning themselves to be leaders in all aspects of online games if their current trends of purchasing and takeovers of major European online gambling firms continues. Last july Partygaming announced the takeover of Cashcade (owners of popular UK Bingo site “Foxy Bingo”…their commercials are quite annoying), and in November picked up the assets of WT Enterprises (orginizers of the World Poker Tour). And, with the potential benefits and cost saving strategies of a merger (lower technology costs, combining central operations etc) it’s no wonder the bigger companies are talking to each other.
A combination of Party Gaming and Bwin would give them the top slots in online casinos and bingo, the best sporting bets book and enhanced liquidity in poker. Bwin’s chairman and largest shareholder was quoted recently as saying: “Talks are going on but we don’t know yet whether they will succeed.”
What could this mean for our Online Casino Fare?
Truth be told, this could mean a whole lot of not much. While people generally fall in love with one website, or a few websites to do their online gambling / poker, there is a lot of churn depending on who is offering the best package and rake-back that year/month/week. The real meat and potatoes of this is that Partygaming, who was largely pushed out of the American market due to the UIGEA passing in 2006, has gone away (to Europe) and learned a few things. And those lessons could be benefiting all of us.
What did they Learn?
1) Poker is NOT the only “skill” game out there (that people will load their online account for)
Okay, as far as gambling goes, Poker is not yet viewed by the law as a game of skill (despite what most poker players know). That being said, there are a lot of people out there who play other games much more religiously than poker, and will argue until they’re blue in the face that they are good at these games. The best example is this: In the UK, online bingo is HUGE. I wouldn’t go as far as saying it’s bigger than online poker, but it’s really big. And the kicker of this phenomenon? It doesn’t appeal at ALL to poker players. And this leads us to….
2) Diversity is King
The demographic is totally different; and so by offering these games that seem to be hugely different games they expand their client base. And who knows..when you get older, you might get excited by hearing “B – 3.” And so…
3) Offering the “Best” of a huge cross section in the same general niche is equal to cash in the bank
When you have a lot of players coming for one thing (80,000 a day for online poker alone at partygaming), and show them that you are the BEST at this other “skill” game, you have 80,000 potential customers. Having a bad night? Try some blackjack? no? Sick of cards you say? How about some nice, comfy bingo! it’s just a dollar a card!
So, we could be seeing some huge changes in Partygaming, or we could see them not take this opportunity and keep it at the status quo…but Either way, it looks like Party is roaring back to the American Market with bells on, and they just might give Full Tilt, and Poker Stars a run for their money (or not…)