Wink Bingo
Wink Bingo is an Ireland-based online bingo brand launched in 2008 and now operated within the Broadway Gaming group.
Last updated August 31, 2026
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Overview
Wink Bingo is an online bingo brand launched in 2008. The service is based and licensed in Ireland and offers bingo through desktop and mobile channels. Its brand development has combined online gaming with television advertising, sponsorships, promotional content, rewards and, for a period, a related slots product. The brand grew quickly after launch. Under chief executive Eitan Boyd, it reportedly reached approximately 60,000 active players within its first two years. Contemporary reporting also estimated that Wink Bingo generated about £1.3 million in profit during its first 11 months and approximately £15 million in annual revenue by 2009. Those figures were estimates reported at the time rather than current audited disclosures. In 2009, 888 Holdings acquired Wink Bingo from Daub Limited in a transaction that also included the Posh Bingo and Bingo Fabulous online bingo businesses. The reported consideration consisted of an upfront payment of £11 million, with potential performance-related earn-out payments that could bring the total as high as £59.7 million. In 2011, the sellers agreed to amended terms involving two further payments, reported as £9.2 million in May and £6.1 million in August. Wink therefore operated for a period within the portfolio of a major publicly listed online-gaming company alongside brands such as 888casino, 888poker and 888sport. Marketing has been central to Wink Bingo's identity. The brand sponsored ITV2's The Only Way Is Essex in 2011 and has also been associated with advertising connected to Harry Hill's TV Burp. In 2014, Wink introduced the slogan "Wink if you're in!" and presented itself as a sunny, calm and inclusive online destination. The rebrand included a television commercial built around a re-recorded version of Ottawan's "D.I.S.C.O." with bingo-themed lyrics, as well as the digital magazine Winkly and the explanatory content project Winkipedia. Wink also expanded into mobile applications, making the service available beyond desktop play. In 2015, Wink Bingo began an open-ended partnership with the Peter Andre Fund to raise money for Cancer Research UK. The activity also included a player raffle whose selected participants met Peter Andre. In 2016, the brand added Wink Slots as a companion site, broadening its online gaming proposition beyond bingo. A further visual and tonal redesign arrived in April 2018. The pop-art-inspired update adopted the slogan "You've Earned It" and introduced an online shop in which players could exchange reward points for free play or vouchers for online high-street retailers. The brand was acquired in 2021 by Saphalata Holdings, part of the Broadway Gaming group. It is now associated with Broadway Gaming Ireland DF Limited rather than its former 888 Holdings ownership.
History
Wink Bingo launched in 2008 as an online bingo website serving customers through a digitally distributed gaming model. The brand's early development was associated with chief executive Eitan Boyd. Within two years, it was reported to have reached approximately 60,000 active players. Early commercial estimates described about £1.3 million in profit during the first 11 months of trading and roughly £15 million in annual revenue by 2009, although these figures were contemporary estimates rather than current company disclosures. In 2009, 888 Holdings acquired Wink Bingo from Daub Limited. The acquisition also covered Daub's Posh Bingo and Bingo Fabulous businesses. Press reports described an initial payment of £11 million and a possible total consideration of up to £59.7 million depending on performance-linked earn-outs. The transaction placed Wink within the wider 888 online-entertainment portfolio. In 2011, the sellers accepted amended payment terms involving two additional reported payments of £9.2 million in May and £6.1 million in August. The brand pursued a high-visibility entertainment marketing strategy. It sponsored ITV2's The Only Way Is Essex in 2011 and was also connected with advertising around Harry Hill's TV Burp. In 2014, Wink Bingo reworked its identity around the slogan "Wink if you're in!". The stated ambition was to create a sunny, calm and inclusive online destination. The accompanying campaign included a television commercial using a bingo-themed re-recording of Ottawan's "D.I.S.C.O.". The brand also launched Winkly, a digital magazine, and Winkipedia, an educational and entertainment-oriented bingo encyclopedia. Its service was offered on desktop and through a mobile app. Wink's marketing activity included charitable fundraising. In 2015, it began an open-ended partnership with the Peter Andre Fund to raise money for Cancer Research UK. The partnership involved player engagement, including a raffle through which selected players met Peter Andre. In 2016, Wink extended its online-gaming range with Wink Slots, a companion site focused on slots. Advertising regulation has formed part of the brand's public record. In August 2008, the Advertising Standards Authority banned a Wink television advertisement depicting a midwife celebrating during work in a hospital maternity unit. The regulator concluded that the execution condoned gambling in the workplace and implied that gambling could take priority over professional responsibilities. In June 2013, the Gambling Reform & Society Perception Group challenged an outdoor advertisement featuring semi-naked athletic men and the line "Go on ... you know you want to". The complaint argued that the advertisement connected gambling with seduction and increased attractiveness; the complaint was not upheld. In April 2018, Wink Bingo received another rebrand and a pop-art-inspired redesign. The new presentation used the slogan "You've Earned It" and added an online shop. Players could redeem reward points for free play or vouchers for online high-street retailers, linking gameplay and loyalty activity to tangible promotional benefits. In 2021, Wink Bingo was acquired by Saphalata Holdings, which forms part of the Broadway Gaming group. The brand is described as part of Broadway Gaming Ireland DF Limited and as based and licensed in Ireland. Its known offering includes online bingo, mobile access, promotional rewards and the related Wink Slots product.
- 2021
Acquisition by Saphalata Holdings
[1]Wink Bingo moves into the Broadway Gaming group through Saphalata Holdings.
- 2018
Pop-art redesign
[1]The brand adopts a pop-art-inspired redesign, the slogan "You've Earned It" and a reward-point shop.
- 2016
Wink Slots launches
[1]Wink introduces a companion slots site.
- 2015
Cancer Research UK fundraising partnership
[1]The brand begins a partnership with the Peter Andre Fund to support Cancer Research UK.
- 2014
Wink if you're in! rebrand
[1]Wink introduces a refreshed identity, advertising campaign, Winkly digital magazine and Winkipedia content project.
- 2011
The Only Way Is Essex sponsorship
[1]Wink Bingo sponsors ITV2's The Only Way Is Essex.
- 2009
Acquisition by 888 Holdings
[1]888 Holdings purchases Wink Bingo and the related Posh Bingo and Bingo Fabulous businesses from Daub Limited.
- 2008
Wink Bingo launches
[1]Wink Bingo begins operating as an online bingo website.
Products and positioning
A consumer-facing online bingo brand built around accessible digital play, entertainment-led advertising, rewards and an upbeat, inclusive personality.
Online bingo · 2008
Wink Bingo
The core Wink Bingo service is an online bingo platform launched in 2008. It is available through desktop and mobile channels and is supported by promotional activity, player rewards and entertainment-led brand content.
Online slots · 2016
Wink Slots
Wink Slots was launched in 2016 as a companion site to Wink Bingo. It extended the Wink-branded gaming proposition into online slots.
Mobile gaming
Wink mobile app
The Wink Bingo service has been made available through a mobile application, complementing its desktop presence and enabling access to the brand's online bingo offering on mobile devices.
Marketing campaigns
- 2018You've Earned It
United Kingdom
The brand adopted a pop-art-inspired redesign and introduced an online reward shop where points could be exchanged for free play or vouchers for online high-street retailers.
- 2015Peter Andre Fund and Cancer Research UK partnership
United Kingdom
Wink Bingo began an open-ended fundraising partnership with the Peter Andre Fund in support of Cancer Research UK. A raffle also gave selected players the opportunity to meet Peter Andre.
- 2014Wink if you're in!
United Kingdom
A major rebrand positioned Wink Bingo as a sunny, calm and inclusive online destination. The campaign used a bingo-themed adaptation of Ottawan's "D.I.S.C.O." in television advertising and was accompanied by Winkly and Winkipedia.
- 2011The Only Way Is Essex sponsorship
United Kingdom
Wink Bingo sponsored ITV2's The Only Way Is Essex as part of its entertainment-oriented brand marketing.
Brand decisions
2021
Acquisition by Saphalata HoldingsM&ABackground
Wink Bingo changed ownership after its earlier period within 888 Holdings.
Action taken
Saphalata Holdings acquired the brand as part of the Broadway Gaming group.
Aftermath
Wink Bingo became associated with Broadway Gaming Ireland DF Limited and the broader Broadway Gaming group.
2018
Introduce the You've Earned It redesignGeneration changeBackground
Wink Bingo undertook another brand refresh and sought to connect loyalty rewards with its customer proposition.
Action taken
The company introduced a pop-art-inspired design, revised tone of voice, new slogan and reward-point shop.
2016
Launch Wink SlotsProduct launchBackground
Wink sought to broaden its online gaming proposition beyond bingo.
Action taken
A companion slots site was introduced under the Wink brand.
2014
Reposition the brand around Wink if you're in!StrategyBackground
Wink Bingo sought to create a more welcoming and entertainment-led online destination.
Action taken
The brand introduced a new slogan, television advertising, a digital magazine and Winkipedia content.
2009
Sell Wink Bingo to 888 HoldingsM&ABackground
Wink Bingo and two related online bingo businesses were sold by Daub Limited as the brand expanded within the online-gaming sector.
Action taken
888 Holdings acquired Wink Bingo, with reported upfront and performance-related consideration.
Aftermath
Wink became part of 888 Holdings' wider portfolio of online entertainment brands. The sellers later agreed to amended payment terms.
Reported acquisition consideration. £11 million upfront; potentially up to £59.7 million including earn-outs (2009)
Sources1 sources
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