The online bingo industry is becoming increasingly competitive and increasingly hard to succeed in, resulting in many brands having to go to extreme measures to find, maintain, or increase their popularity (and therefore, their success). The Ignite network have been taking this logic very seriously as of late, and only shortly after the redesign of Kingdom of Bingo was completed, two more bingo sites have revealed their brand new looks. Both Wish Bingo and Frozen Bingo have undergone rebrands in the hope to stand out from the pack, although whether this is to work remains to be seen.
In the case of Wish Bingo, the rebrand was not a choice. On launch, the site had an Aladdin theme, but when the UK Gambling Commission (UKGC) stepped in and stated that the concept could be considered as appealing directly to children, the site was forced to rethink. A complete rebrand to separate from this problematic start was the right choice, and that’s exactly what Wish Bingo has done. A change in logo, colour scheme, and design touches have all occurred here, even the jackpot games have had their names changes.
While Frozen Bingo did not fall foul of the UKGC on its release, the name, and the timing of the release (close to release date of the popular Disney movie) it’s possible that this was a case of jumping before it was pushed. Whatever the reasons, the new look Frozen Bingo is certainly far less reminiscent of the movie, and therefore less likely to get the site in trouble.It would be nice if there was something at least vaguely original about the redesigns of this sites, but these were clearly decisions made more for self-preservation, and, unfortunately, it shows.