UK-listed online gambling operator 888 Holdings is asking the rhetorical question ‘what’s in a name’ by rebranding its Dragonfish B2B casino offering.

888 recently rechristened its B2B casino offering under the CasinoFlex moniker. However, 888 is maintaining the Dragonfish brand for the B2B division’s flagship bingo offering, as well as its B2B poker product.

888 snr. VP and biz-dev chief Yaniv Sherman told eGaming Review that Dragonfish had notable success in 2015 adding casino options to existing licensees’ bingo platforms, as well as some standalone casino launches.

Rather than attempt to go head-to-head with major online casino suppliers like Playtech and Microgaming, Sherman said 888 is positioning CasinoFlex as the solution for smaller operators, while offering the potential to “scale up as they grow.”