Broadway Gaming has gone from a small Irish operator to one of the biggest forces in UK bingo, and it did it in two moves. They did it first by launching its own brands and then by buying 888’s entire bingo business outright. If you’ve played Butlers, Costa, Wink or 888 Ladies, you’ve played on a Broadway site. Here’s the full story of who they are, every brand they run, and how the two halves of the company fit together.
The Broadway Gaming Brands
Broadway’s line-up splits neatly into two camps, though they’re all sister sites under one parent company, nearly all featuring bingo, slots and casino games alongside. First come the brands it built itself, which run on Pragmatic Play’s bingo software with slots pulled from a wide range of studios:
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Former 888 Dragonfish Brands
Then the sites it inherited when it bought the Dragonfish network from 888, still running on the original Dragonfish platform:
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You can read our full reviews of Butlers Bingo, Costa Bingo, Wink Bingo and 888 Ladies through the cards above, where we rate the best of the current line-up.
Who is Broadway Gaming?
Broadway Gaming is a Dublin-based operator and software company, run out of Hanover Quay in the city’s docklands. On the business side, it’s been going for over fifteen years, building bingo and casino platforms for other operators under the banner of “Total iBingo & iGaming Solutions”, with its own PureBingo content and a games library running past 800 titles. Its consumer arm is less modest about it: the main Broadway site leads with the flat claim “WE ARE BINGO”.
That B2B side is worth a mention, because it makes Broadway a slightly unusual beast. It both licenses its bingo platform to other operators and runs its own consumer brands, so in some corners of the market it’s effectively competing with its own customers. Not many companies sit on both sides of the table like that.
It started out as an operator in its own right, founded by David Butler, who still controls the company from Dublin today. Its first home-grown brand, Butlers Bingo, carries his name, and it was followed by the likes of Glossy, Dotty and Bingo Diamond, with Rosy Bingo arriving later. For years that was the whole business. Then came the deal that changed its size.
Broadway Gaming Key Facts
| Broadway Gaming Fact | Details |
|---|---|
| Company Name: | Broadway Gaming Group |
| Company Type: | Privately owned bingo and casino operator, and B2B software provider |
| Based: | Dublin, Ireland |
| Founder: | David Butler (still controls the company) |
| Own Brands: | Butlers, Glossy, Bingo Diamond, Dotty and Rosy (Pragmatic Play bingo) |
| Acquired Brands: | 888 Ladies, Wink, Costa, Sing and Bucky (Dragonfish platform) |
| Landmark Deal: | Bought 888’s bingo and Dragonfish business for around $50m (2021 to 2022) |
| UKGC Licences: | 58267 (Broadway Gaming Ireland DF) and 39075 (Broadway Gaming Limited) |
The 888 and Dragonfish Takeover
In December 2021, Broadway agreed to buy 888’s entire consumer bingo business and its Dragonfish B2B arm in a deal worth around $50 million, and the sale was completed the following year. Overnight, Broadway went from running a handful of its own sites to owning one of the longest-established networks in UK bingo, Dragonfish, along with big-name brands like Costa Bingo, Wink Bingo, 888 Ladies, Sing Bingo and Bucky Bingo. (888 Holdings has since renamed itself Evoke plc.)
Bingo’s Big Privately Owned Name
Here’s something that makes Broadway stand out, and it’s easy to miss. Almost every other big name in UK bingo answers to shareholders. Gala, Foxy, Ladbrokes and Coral sit inside Entain, a FTSE 100 company. Mecca belongs to the listed Rank Group. The 888 brands Broadway bought are now part of Evoke plc, also publicly traded. Broadway, by contrast, is privately owned, run out of Dublin and not listed on any stock exchange. On our reading, that now makes it one of the largest privately held bingo operators in the UK market, with Buzz Bingo, backed by private equity, about the only other private name at a similar scale.
Why should that matter to you as a player? It’s part of why the portfolio looks the way it does. A public operator under pressure to show growth every quarter tends to trim anything that isn’t pulling its weight. A private owner can afford to be more patient, which helps explain how so many quiet, low-promotion legacy Dragonfish sites are still ticking along rather than being switched off. That’s backed up with our observations; Broadway’s flagship sites specifically feature a larger selection of promotions than what we would consider being superior to the industry average.
Two Platforms, One Roof
The takeover left Broadway running two different pieces of technology side by side. The acquired sites still sit on the Dragonfish platform, the software 888 originally built and which powered a whole generation of UK bingo rooms. Broadway’s own flagship brands run on Pragmatic Play’s bingo product instead, with slots from a spread of providers. It’s part of why a Butlers session can feel quite different from a Costa one, even though the same company owns both.
What Happened to the old Dragonfish Sites?
Buying a network that large means inheriting a long tail of smaller, older sites, and Broadway hasn’t kept all of them running. A number of the legacy Dragonfish white-labels have quietly closed, most likely because they were no longer commercially worth the upkeep. Plenty of others are still live, but in our view they’ve been left to tick over with a basic welcome offer, not much in the way of ongoing promotions, and little of the attention the flagship brands get. They’re perfectly playable, they’re just not where Broadway is putting its energy.
Broadway Gaming Safety and Payments
It’s fully licensed. Broadway holds two UK Gambling Commission licences: Broadway Gaming Ireland DF Limited (account 58267), which covers the Dragonfish brands, and Broadway Gaming Limited (account 39075). On a bank statement, deposits usually show up as “Broadway Gaming UK Ltd”.
The banking is refreshingly simple across the network. You can fund your account with Visa and Mastercard debit cards, PayPal and Apple Pay, all working for both deposits and withdrawals, with a £10 minimum each way. PayPal adds a small 10p transaction fee.
Frequently Asked Questions
Who owns Broadway Gaming?
Broadway Gaming is a privately owned operator based in Dublin, founded and controlled by David Butler. Unlike most of its big rivals, it isn't listed on any stock market and isn't part of a group like Entain or Evoke. It grew by building its own brands and then buying 888's bingo business.
Is Broadway Gaming the same as Dragonfish?
Not quite, but effectively they are similar. Dragonfish is the software platform and network Broadway bought from 888 in 2021 to 2022. Broadway is the company that now owns and runs it, alongside its own separate brands.
I saw Broadway Gaming on my bank statement, what is it?
It's a gambling deposit. If you've signed up to any Broadway or Dragonfish bingo site, payments show as "Broadway Gaming UK Ltd".
Do Broadway Gaming sites offer no deposit bonuses or free play?
No. Broadway's sites keep it simple with standard deposit-based welcome bonuses, so you won't find no deposit offers or free-play bingo rooms here. That sets them apart from some of the older networks that were built around free bingo.
Are Broadway's bingo sites any good?
On the whole, yes. The flagship brands are well looked after; some of the older inherited Dragonfish sites are more neglected, with thinner promotions.