Aspire Global Expands into Bingo With End 2 End Investment

Aspire Global, the publicly-listed casino and sportsbook B2B supplier, has invested in the bingo software provider End 2 End. The investment of $1.75m in cash represents 25% of the business and they also have the option to purchase the entire company in the next three to five years.

Since Aspire Global sold its B2C brands, the company’s main focus is now on its B2B offering. Many casinos use the white label platform, not only in the UK but also in South America where bingo is a popular pastime.

It’s an exciting time for bingo players in the UK though. End 2 End recently received regulatory approval from the UK Gambling Commission so we can expect to be playing their bingo games soon. Aspire will be able to scale the fairly new business quickly as the likes of Plaza Royal, Mr Play and others will now be able to offer bingo.

Who is End 2 End Bingo?

End 2 End is a bingo software provider that was formed in 2019 in Buenos Aires, Argentina. They also have an office in Miami and are looking to expand their offering as they grow. End 2 End so far holds licenses in Colombia and most recently in the UK.

As well as offering online bingo games, they also provide the technology for retail bingo and a mix between the two with its hybrid games. Currently, all bingo games on offer are either 75 ball or 90 ball bingo. The team behind End 2 End has over 15 years of experience in retail and online bingo.

Comments on the investment

Aspire

“This is yet another step in Aspire Global’s strategy to control the entire B2B value chain in the igaming industry,” said Tsachi Maimon, CEO of Aspire.

“It is also an important part of achieving our goal of becoming the world’s leading igaming supplier.”

“I’m very happy to see that we have already managed to complete this significant step in our growth strategy,” Maimon said. “The migration to BtoBet’s proprietary sportsbook platform opens up for numerous growth opportunities in regulated markets with both existing and new customers, especially in Europe, the US and Latin America.”

End 2 End

“We are happy to add our technology and expertise to a giant in this industry,” said Alejandro Revich, CEO of End 2 End.

“End 2 End will have the opportunity to reach new customers and markets, hand-in-hand with Aspire Global. No doubt it’s a perfect match for us, and I hope this deal will take our company to the next level.”

Bingo Software Battle

End 2 End offers casinos another bingo software option that we weren’t expecting until recently! As Pragmatic Play already agreed to deals with tier-one brands like Heart Bingo as well as the partnership for all Jumpman bingo sites, will End 2 End be to carve out a substantial player base in the UK?

As mentioned before, we expect that the offering will mainly be to the casinos on the Aspire white-label platform at first.

With BGO surrendering its UKGC licence and Entain brands migrating to its own platform there are fewer players on the Virtue Fusion bingo network too. Although, we don’t see big-name brands like Sun Bingo, Buzz Bingo, and bet365 Bingo moving away from it anytime soon. But, for sure, we won’t see many, if any, new Virtue Fusion bingo sites in the near term.

With PlayOJO and other Skill-on-Net casinos using the Pragmatic Play bingo software, we expect it’s not going to be an easy ride for End 2 End bingo in the UK.

UK Bingo Post Gambling Act Review

It has been mentioned that one reason casino-first brands like LeoVegas and Pink Casino are expanding into bingo is because of the potential gambling advertising restrictions that could come into place due to the Gambling Act review.

If there isn’t a ban on daytime bingo adverts, then more brands will be able to advertise during the day with their bingo products.

This obviously could have a negative impact too, as if TV advertisements bombard the screens there will no doubt be a crackdown from the Gambling Commission. We have to wait and see what, if any, restrictions are put in place with the Gambling Act review.

Summary

Will End 2 End be able to compete with the likes of Dragonfish, Virtue Fusion, independent bingo sites, as well as Pragmatic Play in the UK market? We’ll have to wait and see. Having more competition is never bad especially for the players.

Relevant news