Members of Blackpool Club Bingo, Tiki Bingo or Prestige Bingo may be wondering what happened to their favourite bingo sites.  Well, owner William Hill Bingo has decided to consolidate all three of those sites into one brand, Ruby Bingo.  The site runs on Playtech software and has a very slick design and interface without the bubble gum colours found on many online bingo sites.  However, great design or not, we have to wonder what William Hill expects to get from this merger.

The site does offer a no deposit required bingo bonus, however it is ￡5 lower than the Blackpool Club used to give, at only ￡16 and a very nice 300% match bonus for first time deposits.  There is a good selection of bingo games, both 75 ball and 90 ball, along with a good number of side games.  There isn’t anything that struck as standing out about their promotions but perhaps that will come with time?

Honestly, the site seems to be more in line with funnelling traffic through to the William Hill Bingo site as a pop-up shows on the home page of Ruby Bingo that offers a ￡25 bonus for signing up on William Hill Bingo.  We could be wrong but our feeling is that once they’ve enticed many of the players over to the other site, we see them consolidating further and Ruby Bingo will disappear as well.  Time will tell.

Given the huge number of UK online bingo sites and the fierce competition for players, consolidation does make financial sense for the bigger players.  Doing it slowly as William Hill Bingo seems to be doing may be the easiest way to make the transition, for both players and operators.