INSIGHT BINGO
Resurgence Global Games
Bingo is currently seeing a
resurgence. Bingo is often under the radar but operators are placing more emphasis on it as a product and it fits in neatly with player
protection measures as enshrined in regulation.
A while back bingo might have evoked quaint memories of a game played almost exclusively by retirees. But over the last decade bingo has evolved and has proven remarkably adept at attracting a younger audience looking for a different type of gambling experience. Bingo is by its nature a slower game and it is more social. Online gambling sites and developers have been able to encapsulate both of these qualities managing to draw in younger players while not alienating new ones. YouGov Profiles data indicates that when it comes to online bingo, the age group most likely to play is the 25-34s.
While the game at its heart remains essentially the same today online operators are able to run a large number of different variations such as 75 ball and 90 ball bingo, speed bingo, slingo (a cross between slots and bingo), bingo roulette and bingo progressives amongst other games.
Popular bingo titles today include Friends bingo, No Deal bingo Crystal Maze bingo, X-Factor bingo, Love Island bingo and Britain’s Got Talent bingo. Tey can even revolve around popular drinks such as Prosecco. Meanwhile, celebrities have featured heavily in promoting them via long running multi- million pound advertising campaigns which are often humorous and tongue in cheek reflecting the fun nature of the game.
Chat rooms reflect the social feel of bingo very well and play a key role adding to the social and friendly atmosphere of the bingo site. Over the years a large number of bingo abbreviations are now commonly used as players communicate with their fellow player with the online “caller” or chat room host playing an essential role in driving player engagement. In addition, chat rooms allow for the host to run in play games and quizzes with player points and promotions including free spins and coins, bingo games and gifts or other bonus prizes available to players.
Crucially bingo also fits in neatly with the way the gambling industry is adapting to safer gambling policies. According to the UK’s Gambling Commission’s definition of what constitutes a bingo game all players must have the same chance of winning; bingo must involve a degree of participation and bingo games must have a clearly defined end point.
Bingo is also by its nature less solitary than playing a slot machine and is arguably a safer game for those potentially at risk. Te stakes are lower and the game is played at a more leisurely pace. Te sequence of numbers revealed one at a time adds to the excitement as the result of each game is revealed and much of the emphasis in the game is on social interaction. Bets only increase when more cards are bought and
WIRE / PULSE / INSIGHT / REPORTS P63 Te Bingo
overall there is arguably more of a focus on the experience of playing the game itself as well.
Te enduring popularity of bingo has been reflected in a number of major recent deals both in the UK and abroad. In November 2021, Flutter announced that it had bought online bingo operator Tombola for £402m. In the year ended April 2021, Tombolo generated pro forma revenue of £164 million and earnings before interest, tax, depreciation and amortisation of £38.5m. Tombola has more than 700 employees and around 400,000 average monthly users. Flutter Chief Executive, Peter Jackson, said in a statement: “Tombola is a business we have long admired for its product expertise, highly recreational customer base and focus on sustainable play.”
In December 2021, licensed operator in the bingo and casino industry, Broadway Group, announced that it was to acquire 888’s B2C bingo business and B2B bingo business, Dragonfish, in a deal worth $50m. Te acquisition augments Broadway’s expansion strategy and enhances its position within the UK bingo market where significant opportunities exist.
Broadway’s purchase will bring onboard the entire bingo business of the 888 Group, including all its exclusive technology, assets, operations, B2B clientele and consumer-facing brands.
Crucially bingo also fits in neatly with the way the gambling industry is adapting to safer gambling policies. According to the UK’s Gambling Commission’s definition of what
constitutes a bingo game all players must have the same chance of winning; bingo must involve a degree of
participation and bingo games must have a clearly defined end point.
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