Wink Bingo

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Wink Bingo
Company typePrivate
Founded2008; 16 years ago (2008)
ParentBroadway Gaming Ireland DF Limited

Wink Bingo is an online bingo website launched in 2008. It is part of Broadway Gaming Ireland DF Limited that is based in Ireland and licensed in Great Britain.[1]


Wink Bingo launched in 2008 and under chief executive Eitan Boyd[2] it grew to 60,000 active players within two years. It had an estimated £1.3 million profit in the first 11 months of trading,[3] and by 2009 it had estimated annual revenue of £15 million.[4]

In 2009 Wink Bingo was purchased by 888 Holdings Plc,[5] which operates a number of entertainment brands including 888casino, 888poker and 888sport. The initial up front fee was reported in the London Evening Standard to be £11 million, rising as high as £59.7 million depending on performance-based earn out arrangements.[6] The acquisition included Daub Ltd’s other online bingo businesses Posh Bingo and Bingo Fabulous.[7] In 2011, the sellers agreed to amend the terms and accept two subsequent payments in addition to the initial cost, of £9.2 million in May and £6.1 million in August.[8]

In 2011 Wink Bingo sponsored ITV2's The Only Way Is Essex,[9] and other notable advertising campaigns have included sponsorship of Harry Hill's TV Burp.[10]

In 2014, Wink Bingo rebranded with an updated slogan 'Wink if you're in!', with an aim of creating a 'sunny, calm and inclusive' online destination,[11] and an accompanying TV commercial featuring the Ottawan song D.I.S.C.O. re-recorded as B.I.N.G.O..[12] Wink also launched a new digital magazine, 'Winkly', and 'Winkipedia, a bingo encyclopedia'.[13] Wink Bingo is available on desktop and as a mobile app.[14]

Wink launched Wink Slots in 2016 as a companion site to Wink Bingo.[15]

The Advertising Standards Authority has ruled on Wink Bingo's advertisements on a number of occasions. In August 2008, Wink ran a television ad which showed a midwife celebrating while at work at a hospital maternity unit. The ASA banned the ad, concluding that it condoned gambling in the workplace and suggested that it took priority over professional commitments.[16] In June 2013, the Gambling Reform & Society Perception Group (GRASP) challenged the use of semi-naked "athletic" men together with the claim "Go on ... you know you want to" on an outdoor ad, suggesting it linked gambling to seduction and enhanced attractiveness. The complaint was not upheld.[17]

The site underwent another rebrand and pop art inspired redesign in April 2018, taking on a new tone of voice and a new slogan, "You’ve Earned It". An online shop was added, where players can redeem reward points for free play or vouchers for online high street retailers.[18]

In 2021 Wink Bingo was purchased by Saphalata Holdings, a company that forms part of the Broadway Gaming group.

In order to group all the Broadway Gaming group's commercial units, in 2023, the license name was changed to Broadway Gaming Ireland DF Limited.

Cancer Research UK campaign[edit]

In 2015 Wink Bingo began an open-ended partnership with the Peter Andre Fund to raise money for Cancer Research UK.[19] Peter Andre also met with players who were selected in a raffle.[20][21]


Award Year
Best Dragonfish Bingo Site, WhichBingo Awards 2018[22]
Online Bingo Operator of the Year, WhichBingo Awards 2011[23]
Players' Choice Award for Best New Entrant, Bingoport Awards 2009[24]


  1. ^ "888 offloads bingo business in $50m Broadway Gaming sale".
  2. ^ Andrew Hore (February 8, 2016). "Tips for IPO investors". Interactive Investor. Chief executive Eitan Boyd built up bingo network GlobalCom and Wink Bingo prior to their sales to 888
  3. ^ "888 gets the nod for online bingo business Wink". London Evening Standard. 22 December 2009.
  4. ^ " acquires Wink Bingo". Marketing Week. December 23, 2009.
  5. ^ Matt Scuffham (December 22, 2009). "888 buys Wink Bingo for up to £60 mln". Reuters.
  6. ^ Alistair Osborne (April 11, 2011). "Gigi Levy stays at 888 to avoid Wink Bingo charge". The Telegraph.
  7. ^ Nick Hasell (December 23, 2009). "Prospects for online bingo shorten odds of 888 success". The Times.
  8. ^ "888 wins price cut from mystery sellers of Wink Bingo". London Evening Standard. March 18, 2011.
  9. ^ Maisie McCabe (January 26, 2012). "Towie sponsorship deal". Media Week. Previous sponsors (Sony PlayStation DanceStar, lip care brand Cymex and Wink Bingo) signed up for one series each.
  10. ^ John Reynolds (January 26, 2010). "Mars replaces Wink Bingo as official sponsor of 'TV Burp'". Brand Republic.
  11. ^ Eitan Gorodetsky (January 30, 2015). "Wink Bingo – The Art Of Rebranding".
  12. ^ "New Advert From Wink Bingo Featuring Ottawan". Bingo Supermarket. 10 December 2014. Retrieved 28 June 2018.
  13. ^ Ted Menmuir (November 30, 2011). "Wink Bingo launches digital magazine". SBCNews.
  14. ^ "Wink Bingo iPad App Review". AOL. Retrieved 4 April 2016.
  15. ^ "Wink Slots launches". Yogonet. January 25, 2016.
  16. ^ Mark Sweney (August 20, 2008). "MP outfoxed as bingo ad escapes ban". The Guardian.
  17. ^ "ASA Ruling on Cassava Enterprises (Gibraltar) Ltd t/a". Advertising Standards Authority. June 12, 2013.
  18. ^ Sam Coleman (26 April 2018). "Wink Bingo relaunches with new look and offer". Retrieved 28 June 2018.
  19. ^ "Wink Bingo partners with the Peter Andre Fund". Daily Mirror.
  20. ^ "Meet Peter Andre With Wink Bingo". Manchester Confidential. August 27, 2015.
  21. ^ "Peter Andre remembers late brother with new charity campaign". Hello!. May 7, 2015.
  22. ^ Becky Liggero (18 June 2018). "WhichBingo Awards 2018 Recap". Retrieved 28 June 2018.
  23. ^ "Wink Bingo wins Online Bingo Operator of the Year Award". Which Bingo.[dead link]
  24. ^ " Players Choice Award". Retrieved March 31, 2016.

External links[edit]