CasinoWishes is an online gambling site that came online in April 2018. The casino is operated by EveryMatrix Software Limited (EM) trading in the UK under the Jetbull name. However, although the platform is provided by and operations are under the control of EM, the site is a white label operation owned by
another company. All United Kingdom Gambling Commission licensing rules apply to B2B operations, regardless of the label owner. EM operates about 20 B2B properties including Codeta, NextCasino, Play Hippo, and Play Frank among many others.

Interestingly we find that the Hiscox-rankedReflex Gaming Limited of Newark, UK received a trademark (EUTM) for the word(s) on January 9, 2018 under 4 NICE classes. While that is not proof positive that Reflex owns the label (UKGC doesn't release that info to the public) we have other indications that the site is owned by them. So, in addition to NetEnt, NYX, Microgaming, Play’n GO, IGT, and Playson providing games, we expect the parent company to eventually provide their entire suite of slots and tables such as roulette here.

Reflex not only develops games specifically for desktop and mobile in HTML5, they are also in the process of converting many of their UK and Dutch terminal games for online play. If our well-sourced information bears out reality down the road a little way, Wishes may become a very popular site for players familiar with pub, club, arcade, and bingo games in the UK. Unfortunately, at least upon launch, only players in the UK are allowed to register. The good news for the rest of the world is that the operator, EM is also licensed in Malta and Curacao, so the site could conceivably become available to others outside of the United Kingdom some day.

Software and Games

In true EM style, the site loads fast and offers an uncluttered template that is pleasing to the eye and easy to navigate. Of course, just under the most-needed navigation menu which includes Home; Promotions; VIP; Support, and My Account - about one-third of the screen is filled with the latest bonus offers. The offers are described in a nutshell and clicking through to any specific offer shows you the significant T&C as well as a link to general bonus terms.

Below that players can type in part of the name of a favorite slot and all related titles will pop up instantly. You can also click on Top Games which will show popular and new titles. Additional categories include Table Games, Jackpot, Video Poker, and Other Games.

Clicking on "Slots" brings up well-sized icons for all of the titles. Currently, your location will determine which games you see. Unless you are logged in from the EU there doesn't seem to be a way to sort further - either by the provider or alphabetically. Most of the games will be familiar to regular players, so it's easy to scan with your eyes and choose a game. This should not be a problem for the target market.

A minor confusion could occur due to multi-software platforms and providers such as Microgaming. While the site doesn't mention Quickfire, players will find Microgaming Quickfire partners such as Thunderkick and ELK Studios with games like The Rift and Electric Sam. And, as NYX gobbled up a lot of companies including NextGen before they were acquired by Sci-Games, the NYX category contains titles like Bangkok Nights, Miss Midas, and even a few like Casinomeister slot that 99.99% of observers mistakenly believe was created by Cryptologic.

Many casual players are not concerned about who actually develops a certain game, how it was licensed, or how it's carried to their favorite website - but the details do matter to some, so we try to provide a little more information when we can.

Look for more than 40 table games including Chinese Roulette from 1x2Gaming, multi-hand blackjack, 3 Wheel Roulette, several baccarat variants including 3D, and progressive jackpot games like Caribbean Stud Poker.

Unlike many new sites, you'll find a good variety of video poker here from Microgaming Power Poker to straight up Jacks or Better.

The Other Games section contains hi-lo titles, reactors, keno, animated scratchers, and skill games like Max Damage and the Alien Attack among others.

Bonuses and Promotions

Look for generous welcome bonuses with no hidden terms, weekend or day of the week offers, and a loyalty program. Bonuses can be surrendered at any time but losses will be deducted and winnings from play removed.

Banking and Customer Service

The one the most important elements of a B2B or white label product is that all of the payment processing and other mechanical parts of a casino are already in place. No more waiting for an operator to figure it all out. The moment the site goes live it's up and running a well-oiled machine. Simply click the Deposit button after registering an account and all of the available options will be displayed. Rest assured you should have no problem getting your funds into the cashier and right back out to the same method. Expect 24-48 hours before card withdrawals are processed.

Live chat, email, and online form are provided with links from every page on the site. The comprehensive FAQ should answer nearly any question you may have.

Pitfalls

Loyalty points are stated as 1 per £1 bet with 100 needed to generate £1. However, slots only contribute 20% to that while table games and video poker only contributes 5%. The reality is that £5 in slot play generates 1 point and £20 in table or VP wagering will get you 1 point. So you'll need to bet £500 on slots or £2,000 on other games to earn £1. UK players only (at launch). Wagering requirements are not out of line with industry standards but are mathematically 'unbeatable' on average. Bonuses can only be played on slots.

The Final Analysis

While the EveryMatrix platform had some technical difficulties in the past and as recently as a year ago or so continued to hang-up on same games due to Flash to HTML5 conversions, it now seems to be a very stable platform. The fact that EM handles everything from the licensing to payment processing means there should be no surprises. The label owner is responsible for marketing, bonuses, and loyalty rewards for the most part. We'd look for some special promotions for existing players as new game providers are added.

The game selection is vast. While there was no live dealer suite upon launch they are a dime a dozen now with quality offerings a couple of clicks away. Slot players will appreciate the range of math models and some will spend most of their time in the hard to crack jackpot section. There's always a new game to break a losing streak or provide variety, and the Other Games section offers some Hail Mary hope for keno or another win if you want to try long adds to replenish your bankroll.

External Links
Reflex Gaming
UKGC Casino License
Reflex Gaming Remote SW License
Trademark Page