Casino Rewards on Buying SpreeBy: Shirley Spicer, Friday July 8th 2011
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Microgaming powered Casino Rewards, with brands like Blackjack Ballroom online casino, is already the largest group of online casinos in the Internet gambling industry. A little over two weeks ago the group acquired two popular brands Villento Casino and Rich Reels Casino. Now Casino Rewards has taken over the seven brands of the Mini Vegas group. These online casinos are Colosseum Casino, Grand Hotel Casino, Luxury Casino, Vegas Joker Casino, Vegas Slot Casino, Vegas Country Casino and Vegas 7 Casino.
There has been no public announcement by Casino Rewards or Mini Vegas on the transfer, but the news is confirmed. Managers from Rewards Affiliates, the affiliate program for the Casino Rewards brands, have informed their affiliate marketers that the Mini Vegas group of online casinos is the latest Casino Rewards acquisition. Casinomeister, the industry watch dog organization, has also confirmed having received the communication. The proof of the pudding is in the eating. All the seven online casinos are now wearing the Casino Rewards skins. Their web sites clearly state that they are Casino Rewards brands and they link to the Rewards Affiliates web site. They carry the Casino Rewards weekly and monthly newsletters and also the blurb for the Casino Rewards $25,000 Giveaway promotion. The Casino Rewards web site does not as yet list these brands as their online casino partners, but that will be done in due course.
There has been some discussion at online casino forums whether these brands are good buys for Casino Rewards and whether these brands will be kept operational. For a start the Mini Vegas group and the Casino Rewards group share a synergy. Both groups were powered by Microgaming and both groups were licensed by the Kahnawake Gaming Commission. Hence there would have been no procedural or technical hassles in the takeover. All the Mini Vegas brands carried the eCOGRA seal of approval and therefore Casino Rewards was assured that it was not buying bad property. Also it seems that the intent, at least for the present, is to run all the brands and take advantage of their existing brand equity. Though the new web sites have the Casino Rewards skin, they also retain their own logos and thematic content.
The consideration paid by Casino Rewards has not been disclosed, but the rumor is that they have acquired these brands for a song. The rumor mill also states that Casino Rewards has cut a deal with Microgaming. After this acquisition about one third of the ninety odd active Microgaming online casinos are owned by the Casino Rewards group. Usually Microgaming charges license fees on per brand basis. The argument is that it does not make sense for Casino Rewards to pay thirty times for the same set of games and therefore some special arrangement is likely. Only time will tell whether Casino Rewards intends to put the brakes or whether there are other Microgaming brands on its radar.
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