(under 45-year-olds) and affluent (ABC1s) players have been drawn into the market by club revamps and the development of newer, more exciting games. However, the foundations of the market remain relatively mature adults. These consumers often attend clubs for the social aspects of play, as for many of these adults, bingo may well be one of, or the only, social leisure activity they enjoy. For most bingo players the social, rather than the gambling aspects of play are in fact the prime motivation for visiting a club.
Exclusive consumer research highlights potential bingo players. While the number of players shrank from 10% to 8% between 2006 and 2008, there are still over twice as many potential targets (17%) as current players. These targets are primarily affluent females aged under 44, who are single.
So what are the future opportunities for the Bingo industry? Bingo’s success in the late 1990s and much of the 2000s has been built on transforming its customer base into a younger profile. This obvious fact should not in any way overshadow the potential still open to club operators to pull in business from
older females and men. This does not mean having to roll back the changes in the past decade but rather offering an in-house atmosphere that can appeal across the board.
Possibly operators may need to think of segmenting their offer, building smaller, niche audience-focused clubs or offering greater in-house segmented areas, therefore it is more a case of repositioning rather than rolling back the changes of the last decades.
Bingo targets, December 2006 and January 2009
Base: adults aged 18+: 1,996 (Dec 2006), 1,911 (Jan 2009) * I’ve been to bingo once but didn’t like it or I’ve never been to bingo and never will
+ I’ve been to bingo once and might go again or I’ve never been to bingo but might go in future SOURCE: GfK NOP/Ipsos MORI/Mintel
Activities of people who don’t play bingo already, 2008
Base: adults aged 15+ who gamble but don’t play bingo Note: % of gamblers who don’t play bingo = 61.8%, % of adults that gamble = 68.5% Taken from the TGI survey of around 25,000 adults
For most bingo players the social, rather than the gambling aspects of play are in fact the prime motivation for visiting a club
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