Broadway Gaming Ltd

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⚠️ Update: The bingo sites operated by Broadway Gaming are no longer recommended on Top Online Bingo Sites.

This decision follows ongoing industry concerns about the Broadway Gaming affiliate programme, including reports from partners about unpaid commissions and a lack of communication. In several cases, affiliates have reported being unable to receive responses regarding outstanding balances.

Because of these unresolved issues, we have removed Broadway Gaming brands from our recommended bingo site listings.

In addition, a number of Broadway Gaming sites have received very low ratings on consumer review platforms such as Trustpilot, where players frequently report problems with withdrawals, verification checks and customer support response times.

While Broadway Gaming continues to operate under licences from the UK Gambling Commission and the Malta Gaming Authority, the volume of industry complaints and player feedback has raised concerns about the overall customer experience.

For this reason, we currently recommend that players consider alternative bingo sites with stronger reputations for reliability, customer support and timely payments.

About Broadway Gaming

Broadway Gaming is an online gambling operator headquartered in Dublin, Ireland. The company launched in 2010 and grew rapidly by focusing on online bingo brands aimed primarily at UK players.

Over time, Broadway Gaming expanded its portfolio to include dozens of bingo and casino platforms, many of which were powered by the Dragonfish software platform. The company operates both consumer-facing bingo sites and a business-to-business platform that allows other brands to run bingo rooms using its infrastructure.

At its peak, Broadway Gaming managed more than 30 online bingo brands, making it one of the largest independent bingo operators serving the UK market.

The operator holds licences from both the UK Gambling Commission and the Malta Gaming Authority, allowing it to offer real-money gambling services to players in several regulated markets.

Dragonfish, Cassava and Grand Battery Holdings

Many of the bingo sites associated with Broadway Gaming run on the Dragonfish bingo platform, a network that has changed ownership several times over the years.

Dragonfish was originally developed by Cassava Enterprises, the online gaming arm of 888 Holdings. Cassava operated a large network of bingo brands and provided the Dragonfish platform as a business-to-business solution for other operators.

Over time, parts of the Dragonfish network were also connected to Grand Battery Holdings, which operated a number of bingo brands using the same underlying infrastructure and software.

Because of these ownership changes, many bingo sites that players recognise today have moved between different companies while continuing to use the same core platform and shared bingo rooms.

In 2022, Broadway Gaming acquired 888 Holdings’ bingo division, which included the Dragonfish platform and a large number of associated bingo brands. This deal significantly expanded Broadway Gaming’s portfolio and brought many long-established bingo sites under its control.

What Happened to the Dragonfish Bingo Network?

The Dragonfish bingo network has changed ownership several times over the past two decades, which is why many well-known bingo brands have moved between different operators while continuing to share the same bingo rooms and software.

Dragonfish was originally developed by Cassava Enterprises, the online gaming division of 888 Holdings. The platform provided both consumer bingo sites and a business-to-business solution that allowed third-party operators to launch bingo brands using the same infrastructure.

For many years, Dragonfish powered a large network of UK-facing bingo sites that shared the same player pools, chat rooms and games. This meant players on different sites were often participating in the same bingo rooms and jackpots.

Some parts of the network were also associated with Grand Battery Holdings, which operated several bingo brands using the same underlying technology.

In 2022, Broadway Gaming acquired 888 Holdings’ bingo division, which included the Dragonfish platform and many of the brands operating on it. This transfer brought a significant portion of the Dragonfish network under Broadway Gaming’s control.

As a result, a number of long-established bingo brands that players recognise today became part of the Broadway Gaming group.

Broadway Gaming’s Acquisition of 888’s Bingo Business

Broadway Gaming significantly expanded its operations in 2022 with the acquisition of the online bingo division of 888 Holdings.

The deal, valued at approximately $50 million, included the Dragonfish bingo platform along with several established bingo brands, such as:

• Wink Bingo

• 888 Ladies Bingo

• Costa Bingo

• City Bingo

• Moon Bingo

• Two Fat Ladies Bingo

The acquisition brought hundreds of bingo websites and related assets under Broadway Gaming’s control, dramatically increasing the size of its network.

Industry analysts noted that the deal allowed 888 Holdings to focus more heavily on sportsbook and casino operations, while Broadway Gaming strengthened its position in the online bingo sector.

Player Feedback and Online Reviews

Across consumer review platforms such as Trustpilot, several Broadway Gaming brands currently hold low average ratings. Many reviewers report issues, including delayed withdrawals, lengthy verification checks and difficulty reaching customer support teams.

Player experiences can vary between sites, but the volume of negative feedback across multiple brands has contributed to wider concerns raised by both players and affiliates.

As a result, many comparison sites and affiliate partners have chosen to remove Broadway Gaming brands from their recommended listings.

Broadway Gaming Timeline and Key Events

2010 – Broadway Gaming founded
Broadway Gaming was established in Dublin, Ireland and began operating online bingo platforms targeting UK players.

2017 – UK Gambling Commission advertising fine
The UK Gambling Commission fined Broadway Gaming £100,000 after identifying advertising promotions that did not clearly communicate key bonus terms and conditions to players.

2022 – Acquisition of 888’s bingo business
Broadway Gaming expanded significantly after acquiring the bingo division of 888 Holdings. The deal included the Dragonfish platform along with several established bingo brands.

2022 – Tax appeal involving £4.9 million refund rejected
In a separate legal case, a UK tribunal rejected Broadway Gaming’s appeal over a £4.9 million remote gaming duty refund claim. The court ruled that the company had not provided sufficient evidence of expenditure to support the claim.

2024 – Final payment completed for 888 bingo acquisition
Broadway Gaming completed the final stage of its purchase of 888’s bingo operations, making an additional payment that finalised the transfer of assets and brands.

Slots

The slots across Broadway Gaming’s sites come from a group of leading casino software providers. Key software studios include:

• NetEnt: Famous for its visually stunning and feature-rich games like Starburst and Gonzo’s Quest.
• Play’n GO: Known for high-energy slots like Book of Dead and Reactoonz.
• Big Time Gaming (BTG): Renowned for its innovative Megaways™ mechanic, featured in hits like Bonanza and Who Wants to Be a Millionaire.
• Pragmatic Play: Offering a mix of classic and modern slots, such as The Dog House and Wolf Gold.
• Microgaming: Previously a key supplier, it continues to feature classics like Immortal Romance and Thunderstruck II.

Casino Games

Broadway Gaming also offers a small number of casino games on some of its platforms, supplied by industry-leading developers:

• Evolution Gaming: The leader in live casino games, providing immersive experiences like live roulette, blackjack, and Crazy Time.
• Playtech: A top provider for table games, including variants of roulette, blackjack, and baccarat.
• iSoftBet: Known for creative RNG-based table games and an expanding library of casino slots.
• Red Tiger Gaming: Offers table games with unique twists alongside its standout slot titles.

Broadway Gaming UK Gambling Commission Advertising Fine

In December 2017, Broadway Gaming was hit with a £100,000 fine by the UK Gambling Commission for running ads that didn’t make important terms and conditions clear enough. The issues were flagged across several of the group’s sites, including Butlers Bingo, where promotional offers like “Deposit £10, play with £30” weren’t upfront about details such as wagering requirements or restrictions.

The UKGC has made it clear that gambling companies must be completely transparent in their advertising. If a bonus has specific conditions attached, those need to be easy for players to spot, not buried in small print or confusing wording.

Following the fine, Broadway Gaming updated its advertising approach to ensure that players could easily understand any restrictions on bonuses and offers. The company also introduced stricter internal processes to avoid similar problems in the future.

This incident highlighted the importance of being clear and honest with customers, especially when it comes to promotions. Since then, Broadway Gaming has worked to improve its communication and provide a more transparent experience for its players.

November 2024 - Broadway Gaming Secures 888 Bingo Business with Final Payment

Broadway Gaming has now finalised its acquisition of 888 Holdings’ online bingo division, making an additional $2 million payment on top of the original $43.25 million deal. The acquisition, agreed nearly two years ago, involved the transfer of assets for over 200 bingo brands.

This deal brings sites such as Moon Bingo, Two Fat Ladies and City Bingo into Broadway Gaming’s portfolio, further increasing the number of bingo brands connected to the company. These sister sites often share the same gaming platforms, support teams, and payment systems, making them easier and cheaper to run.

Was the Deal Too Good to Be True?

Some industry analysts questioned whether the sale price fully reflected the value of 888’s bingo division. Reports at the time suggested the deal valued the business at slightly below its recent annual revenue.

Following the announcement, 888 Holdings’ share price declined, although many different factors can influence market movements.

The acquisition nevertheless marked a major expansion for Broadway Gaming and significantly increased the number of bingo brands associated with the company.