Bringing the bingo hall online

With more than 30% of online bingo sites shutting last year in the UK, bingo affiliate sites and operators have been searching for ways to increase their user reach and brand loyalty. In theory, the closure of local bingo halls amid the Covid-19 pandemic would seem to present an opportunity for these sites to attract new players – but the expected upsurge in online bingo hasn’t panned out over the past few months.

What gives? Among those who frequent bingo halls, the fun and vibrant atmosphere is as much a draw as the game itself. Remove the community and camaraderie from the equation and, for many people, the entire purpose is defeated. Meanwhile, those who are most passionate about bingo itself may have already had online bingo accounts, helping explain why growth in online activity has been small.

So, how can affiliates and operators do a better job of attracting players to online bingo sites, particularly once in-person playing resumes? The answer is clear: online bingo providers must incorporate social aspects into the online game to recreate what players love about the in-person experience.

Betting on online visitors

Building an online bingo community will entail producing more innovative content and interactive features. Live streaming games and awards ceremonies, offering ways for friend groups to join an online game together, bonus prizes, interactive quizzes and chat hosts can all make the online bingo experience more engaging, enjoyable and less lonely.

These features will be valuable to players of all backgrounds, but especially to the growing demographic of players who are either digital natives or near-digital natives. A 2018 YouGov survey found that 25- to-34-year-olds are the age bracket most likely to play online bingo. On the one hand, this presents sites and affiliates with a vital opportunity to engage a growing cohort of tech-savvy players. At the same time, it compounds the challenge for online bingo brands, compelling them to think about ways to stand out with creative selling points.

To keep players engaged, affiliates should develop valuable content and relevant offers for players. Online reviews can be an excellent leverage point, building awareness and helping foster a community of players.

Responsible gaming must also be a top priority for both bingo sites and affiliates. Bingo brands can build trust, loyalty and respectability by offering resources for social support and help with gambling problems – and in a world that’s more online than ever, it’s critical for online sites to do their part to promote healthy habits.

Eyes on the prize

Even before the pandemic upended entire industries, the online bingo world was undergoing a process of rationalisation, with the number of sites having been cut roughly in half over the past 18 months. Among the sites that remain, operators are rolling out new interfaces and new partnerships to attract players, ensure the best possible selection of games and craft experiences that will keep players coming back.

To truly stand out, bingo sites should implement unique interactive features that replicate the in-person playing experience, with an emphasis on promoting players’ interaction with each other – not just with the sites themselves. When more sites embrace this model of genuine community and engagement, everyone’s a winner.

Gadi Shoshani is VP casino Europe at WhichBingo, XLMedia. He is a leading digital marketing expert with programming skills which he utilises to optimise his marketing strategies. Shoshani has over 10 years’ experience in planning and implementing complex SEO, social and search activities. Prior to his role at WhichBingo, he worked as head of SEO for yellowHead and was SEO and the ASO team leader at William Hill.