888 folds Lucky Ace poker brand
Operator to close poker room before the end of the month to focus on 888poker
888 Holdings will close its Lucky Ace poker brand later this month and migrate its players across to its primary 888poker product.
Luckyacepoker.com will officially close for business on 28 December some seven years after 888 launched the Germany-facing poker skin.
New customer sign-ups were halted at the start of the month with the firm only making the software available to download for existing customers only.
888 said the decision was driven by the fact a large number of Lucky Ace customers also held an account with 888poker and therefore it made sense to channel resources into one brand.
“We have decided to close Lucky Ace not due to revenue or any kind of business decline but to focus our efforts on 888poker,” Itai Pazner, 888 head of B2C, told eGaming Review.
“Many of the players have accounts on both sites and as such are playing on the same network so we would like to offer them a better customer experience with all of the promotions and support that 888poker has today.
The closure of Lucky Ace comes just weeks after 888 launched a new Dragonfish-powered bingo skin, Jingle Bingo, to coincide with the festive period.