Howe was previously a key member of the team at WhichBingo put together by founder and bingo industry veteran Phil Fraser.
He left WhichBingo following its sale to XLMedia in 2018, to set up a consultancy practice, Howe Gaming, and is now re-entering the affiliate sector through Howaboutbingo.
"I consider myself fortunate to have worked with one of the best teams in the business, and I've learned first hand what it takes to build a successful online bingo affiliate brand," Howe told iGB.
"It's going to be an enormous challenge to take on the big boys in the affiliate space, but I have every confidence that HowAboutBingo can hit the same heights that we managed with WhichBingo."
The new site features a directory of online bingo brands and games, alongside reviews for each site and how-to-play guides for every online bingo variant. It also has a 'What's On?' section, which collates all of the promotions available through the sites featured.
Howe added that video content would serve as a key differentiator for the brand.
"When you land on the homepage the first thing you see is me, which may seem a bit odd for an affiliate site," he explained. "But browse deeper into the site and you'll see the reviews are 'Wayne's reviews' and many are accompanied by videos of me discussing aspects of the websites, the games and so on.
"There is a long road ahead but I believe if I continue with this strategy I will slowly build up a following of players who will be more inclined to visit my site over others for their bingo needs."