However, by the nature of the product, consumers cannot physically spend the same amount over a short period of time as they do on slot and casino games. Te fact it’s a slower process and can’t give you that instant dopamine hit makes it a safer option, albeit a significantly less profitable one over other products in the market.
Tat being said, if you give consumers a low stake, highly entertaining experience, I believe you can make a sustainable and significant business over time.
Do you think that perceptions of bingo are changing? Does bingo also appeal to a younger audience today?
Tis is absolutely the case in the retail space. Te perceptions of bingo are changing in line with the increase in the “crazy” bingo nights that are available. It’s not really bingo, but it’s a chance to go out and have a fun time with your friends. Tat in turn appeals to both a younger and different kind of audience. Have we seen that translate to online bingo yet? I’m
not so sure but that doesn’t mean to say that it won’t.
Is bingo currently seeing a resurgence?
Retail is because of the reasons mentioned above. When you look at online bingo in the UK, I can’t quite see a resurgence. Tere was once a time when you would see hundreds of new bingo sites launch within a year or two. Now, you’re hard pushed to find 10 due to the changes in tax, regulation and compliance.
What was arguably the bravest online bingo brand to launch in recent years, MrQ, quickly decided that it wasn’t all about bingo and was “just another casino.” Everyone else seems to be taking a third-party product and plugging it into their existing non-bingo brand. For me, this leaves a huge opportunity for someone to come in and do things properly.
Do you think that bingo has shed its somewhat old-fashioned image? Or is this part of bingo’s appeal and charm?
Retail bingo is slowly shedding its image because of the amount of “crazy” bingo nights as previously discussed. It’s bringing a different type of customer into the room and that is absolutely a good thing for the vertical. Whether the clubs can convert some of these players into the more traditional bingo nights remains to be seen.
How important is the social aspect of bingo?
Tis is always a funny one; when people haven’t played bingo in a club before they assume they’re going on a social night out. Te reality is that once the games start, you can’t talk and it lasts quite a long time. However, for those who are used to it, the social aspect is a fundamental part of the experience. It’s a night out, typically with food, drinks, a bit of bingo, maybe a win, maybe not, see your friends, play some slots and interact with the team members in the club and have a laugh.
Unfortunately, that is something that you’ll never be able to replicate online, despite any best efforts.
WIRE / PULSE / INSIGHT / REPORTS P69
“There was once a time when you would see hundreds of new bingo sites launch. Now, you’re hard pushed to find 10
due to the changes in tax, regulation and compliance. What was arguably the
bravest bingo brand to launch in recent years, MrQ, quickly decided that it wasn’t all about bingo and was “just another casino.” Everyone else seems to be taking a third-party
product and plugging it into their existing non-bingo brand. For me, this leaves a huge opportunity.“ Kevin McGinnigle
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