The changing face of online bingo

As coronavirus lockdowns and social distancing measures took effect in recent months, our lives moved online in a big way. From remote work and distance learning to ecommerce and Zoom cocktail hours, the way we work, learn, shop, and socialise looks markedly different from how it did prior to the pandemic, even as restrictions have gradually eased.

The virus’ impact has even extended to that classic hallmark of many a close-knit community: the local bingo hall. As halls closed to protect people from contagion, players opted for an alternative way to enjoy the game: online bingo sites.

While it’s hardly surprising that die-hard bingo fans are turning to the internet to continue to play during these unusual times, Google Analytics data reveals some counterintuitive findings about who’s showing up to mark up their rows and columns. The data examined site traffic from December through March, before the pandemic hit the UK with full force, as well as from April through July.

Defying demographic stereotypes

Older people have long been the most frequent bingo players. Naturally, traffic to WhichBingo from users aged 65-plus has surged since April, spiking at approximately 102%. But traffic from young adults also soared, with roughly a 108% jump in visits from players between the ages of 18 and 24.

For the older demographic, the sharp uptick in online playing can largely be attributed to the closing of local bingo halls, while young people may have been drawn in as opportunities to dabble in their preferred forms of gaming – on live sports, for instance – rapidly dwindled. The sudden disappearance of sports may also help explain why traffic from men increased more than it did among women – 98% among men versus 71% among women, even though online bingo has traditionally been more popular among women.

Although new patterns have emerged in recent months, old ones have also been reinforced. As betting shops and bingo halls closed across Europe; Ireland stood out for its massive spike in online bingo traffic. A 516% jump was recorded – a figure that reflects gambling’s huge popularity in the country, where a light regulatory approach has helped turn gambling into a €1.1bn annual market.

A new experience

As with many other changes ushered in by Covid-19, the growing popularity of online bingo will leave a legacy well after the pandemic ends and bingo halls reopen. That holds especially true for those who have begun playing for the first time, but online bingo will also continue to hold appeal for many long-time players. Like bingo halls, online bingo comes with interactivity and social engagement, thanks to tools like chat functions.

Meanwhile, AI and machine learning software will deliver personalised experiences to players, with affiliates and operators alike reaping the dividends. Leveraging features like an innovative daily play mechanic and offering rewards for engagement will further drive and sustain user growth. Online reviews with public responses, along with responsible gambling tools like betting limits and cooling-off periods, will build user loyalty and trust in these virtual bingo halls.

While it remains to be determined when Covid-19 will at long last be history, it’s abundantly clear that even when that moment arrives, online bingo won’t be fading away.

During the pandemic, online platforms have not only provided a much-needed way for longstanding players to continue their hobby, but also attracted new audiences who will keep coming back for more. Whatever the new normal looks like, it’s a sure bet that in the gambling world, online bingo will be a bigger part of it.

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. He has over 10 years’ experience in planning and implementing complex SEO, social and search activities.