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Competition in the bingo industry

by Sarah Dunsby
20th Jun 22 3:59 pm

Bingo is a traditional game that can be dated back to the 18th and 19th centuries. There are popular bingo-playing platforms like Winkbingo, which provides players with the chance to play different variants of the game online. The game was forced to oblivion after it was subjected to stringent regulations and taxing. However, the creation of online gambling platforms made room for the resurgence of bingo games.

Bingo is one of the most prominent games in online gambling. The United Kingdom is one of the leading countries in bingo playing with a revenue of over 130 million pounds, according to Statista. It has also witnessed an overwhelming acceptance in other parts of the world, including Asia.

Besides the prevalence of digitalisaion and online entertainment, another major factor responsible for the bingo game’s popularity is the fact that it is a game of luck. The players have little or no contribution to influence the result of the game. There is no fixed strategy to play the game. This ease of play allows many players to prefer the game over the majority of other games available online.

We might equally talk about mobile support as one of the factors responsible for its popularity. This will be only for bingo games but also for the entire gambling industry. The ability of players to access and play their games on their mobile devices has greatly enhanced their participation. More factors are innovations by the gaming platforms, bonus offers, cultural and social inclination, and availability of game variants.

Online bingo playing still maintains the game identity as in the traditional game. game rule remains unchanged; crossing 5 numbers horizontally, vertically, or diagonally makes you a winner in the game.

With many factors responsible for bingo game popularity, there has been a resultant engagement from players. More players now play the online version of the game and make it popular. This has also increased the number of game providers across the globe. Hence, there has been seemingly tough competition to share the players and gaming revenue in the industry.

The competition in the bingo industry is becoming tough. There are about 4 million regular bingo players in the UK. About 1600 bingo providers (on-site and online) are attempting to share these players, which indicates the competition in the industry.

What strategy do bingo brands use to gain players

With so much heavy competition, it is imperative bingo brands adopt different strategies to entice and retain players. Our research has led to findings on about five major strategies common to the most popular bingo brands. Therefore, a prospective player looking to dominate the game must learn these strategies. Each of the strategies is explained below

  • Bingo Bonus

The bonus offer is generally a strategy for all sectors of the iGaming industry. The Bingo industry particularly has leverage on this strategy to resuscitate the game. Each brand offers a mouth-watering bonus offer that players cannot resist. There are bonus offers such as welcome bonus, deposit bonus, and matchup bonus.

As if that is not enough, there are also promotional offers and loyalty packages to ensure players come back to play. Moreover, they offer wagering requirements that are less than the offerings of online casinos. This strategy especially has made players give more consideration to bingo games over casino games.

Integration of multiple variants

The most popular variant of the bingo game is the 90-balls variant. Innovations have brought about other variants such as 80-balls, 75- balls, and 30-ball variants. To have an advantage over competitors, some bingo sites offer more than one game variant. As such, players can explore and choose which one is best for them.

Players believe the 90-balls variant has fewer chances of providing a win. As such, they mostly consider bingo brands that offer a variant with fewer balls, such as 75-ball and 30-ball variants. It is also possible for a bingo site to offer all of these variants.

  • Demo game offer

A demo game is a process whereby a game provider allows players to play a particular game for free. This free play will not require the player to deposit real money before playing. At the same time, players will not be able to win real money after the end of the game. However, you can redeem winnings from the demo game to start real play on the platform.

Demo games also serve as an opportunity for players to familiarise themselves with the game. New players are likely to use a bingo site with demo games. As such, bingo sites use the free game strategy to gain new players seeking to play bingo.

  • Digital Marketing

Digital marketing is the most effective marketing strategy of the 21st century. Many bingo brands have adopted this strategy to stay on top of their game. Social media marketing targets a particular audience to convert some to customers. Each brand posts ads on Facebook and other social media platforms to display its bonus offer and promotions.

Search Engine Optimisation (SEO) has also been a common strategy to drive players to the bingo sites. This marketing strategy has also allowed bingo brands to identify consumers’ behaviour. The analytics has aided designs for targeting, re-targeting, and converting players in the future.

  • Great designs

Beyond all the strategies we have outlined above, there is an important strategy that helps bingo sites retain players. It is the strategy of designing captivating sites. Players are fascinated with great designs, simple interfaces, and high usability websites. Leading bingo brands ensure that their websites are compelling enough to retain players.


Bingo games are one of the most prominent online gambling games. With the number of participants increasing every day, there has also been a resultant increase in the number of bingo sites. As such, the business is becoming more competitive.

Therefore, each brand must employ various marketing strategies to stay on top of its game. The strategies highlighted above are proven strategies that have facilitated the growth of notable bingo sites, consequently enhancing the game’s popularity.


Please play responsibly. For more information and advice visit www.begambleaware.org

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