Russian sports betting operator BingoBoom has been renamed BetBoom to better reflect what the company is doing.
On Friday, BingoBoom’s marketing director, Pyotr Kipa, announced that the company would now be known as BetBoom. Kipa said the company would spend the next two months and nearly two hundred million rubles (US$2.7 million) transforming its retail and online operations to reflect the new identity.
Speaking once in Moscow, Kipa said the company would recover logo replacement prices by attracting new customers, especially young adults who may not be bingo to be the ultimate activity on this planet. The newest Russian bookmaker, Bettery, also hopes to expand a young, modern clientele.
BingoBoom reported earnings of 20.1 billion rubles ($271.2 million) in 2019, which is enough for fourth place among Russian-licensed bookmakers, that figure has fallen a step from last year.
There is already an authorized site in Curacao that runs under the BetBoom brand, but with a bet and a boom twixt. It features the red and yellow color palette of the Russian company and, the site promotes the popular Russian payment processing options Qiwi and Yandex Money, the site states that “it is not intended to be used in the Russian Federation”.
Most Russian-licensed bookmakers have branded sites founded in the country’s outdoor jurisdictions that offer unsealed products in Russia, such as poker and casino games. These sites are apparently operated through unaffiliated third parties under license from the owner of the Russian brand.
The Russian telecommunications watchdog, Roskomnadzor, is involved in a banned game of endless (and largely unsuccessful) gaming domain with authorized sites around the world. For example, 166 bet-Boom-affiliated domains, authorized from Curacao, have been affected by roskomnadzor’s ban over the years.
The country recently passed a law prohibiting Russian-licensed bookies from registering their businesses in foreign jurisdictions beyond the success of the Ministry of Finance. Russia is interested in processing payments online, as its domain-blocking efforts have been unable to stop the tide.
Meanwhile, the resumption of Russian events after its long pandemic break has triggered a wave of bookmaker sponsorship contracts. Olimp announced 3 deals this week with second-tier clubs in the National Football League, adding Torpedo Moscow (after BingoBoom, FYI), FC Nizhny Novgorod and SKA-Khabarovsk.
Meanwhile, Winline has signed two Russian Premier League clubs, Krasnodar and FC Zenit st. Petersburg. In the past, both clubs were sponsored through 1xStavka, the Russian edition of 1xBet.
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