The Bonnier Group’s Bonnier Entertainment business area has selected Boss Media as supplier for its new gaming activity. Bonnier is to launch www.bingolotto.se through a cooperative agreement with the Folkspel gaming company, which is owned by Swedish sports clubs and associations and whose activities include TV4’s BingoLotto gaming program,. With this investment, the Bonnier Group is taking its first step into the market for gaming that involves money.
“We are active in the entertainment industry and an increasing portion of households’ entertainment budget is being spent on various forms of gaming. This makes it a natural step for us to become involved in this industry. An added benefit of our cooperation with Folkspel is that it gives us the possibility to support Swedish sports clubs and associations,” says Helena Forsell, Project Manager for BingoLotto.se.
Under the terms of the contract, Boss Media will supply a well-tested system for bingo gaming on the Internet, with Bonnier and Folkspel also gaining the possibility to expand into other gaming products and distribution channels over time. As a result of the contract, Bonnier will outsource its customer service for gaming to Boss Media.
“Proximity and stability were our criteria when we selected Boss Media. We now have access to a tested gaming system and proximity to product development. If everything proceeds according to plan, we will have, in cooperation with Folkspel, a considerable market share for digitally distributed gaming within a couple of years. The key is to take the right game to market using the right channel. With regard to marketing of gaming products, we have sufficient channels for this within the Group,” says Helena Forsell.
“Boss Media’s extensive experience of digital gaming solutions can be considered a guarantee of quality,” says Leif Flatow, President of Folkspel. “We are full of confidence regarding the launch of BingoLotto on the Net – and, naturally, a well-functioning system is an important requirement for success.”
Bingo products are a focus area for Boss Media, which previously was best known for its casino and poker products. In the digital gaming world, bingo is foreseen as the gaming product that will attract the most new players as a result of its softer gaming form, with greater focus on entertainment than big prizes.
“Bingo has the potential to be the next mass-market product in the digital gaming market. While casino gaming attracts men, bingo succeeds in attracting women,” says Peter Bertilsson, President of Boss Media.