The resurgence in online bingo
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Lillian Grey is the head of content at BingoSites.net. She believes that online bingo is booming and operators should leverage its popularity to drive player acquisition and retention. PlayOJO recently launched PlayoJO Bingo. New brands have also entered the market, including Mint Bingos, Bingoes All Stars and Dinky Bingows. Bingo's appeal is to driving engagement and retaining players, targeting new demographics and boosting cross-sell. Regulators in markets such as the UK are also forcing operators to consider adding bingos to their game portfolios.
When OJO launched its bingo site, 25% of existing players went to other brands to play bingos. Online casino operators should look to replicate this strategy. Bingo allows operators to grow their player base and target new demographics.
Bingo offers operators a vertical that better aligns with responsible gambling efforts. Online casinos offer high wagering requirements and high deposit match bonuses. Bingo offers offers like “deposit £10 and get £20” to spend on bingo tickets.
Bingo offers plenty of cross-sell potential for operators. It allows them to diversify their player base. Online sportsbooks tend to skew towards a higher percentage of male players. Online bingo allows operators to do this at a much lower CPA cost than with other verticals such as casino and liver dealer.
Expanding into the bingo vertical is not an easy win. Operators need to be mindful of how bingos differ from other verticals. They need also to consider bonusing, loyalty and reward schemes, the community aspect of binging and how players are marketed to.
Lillian Grey is head of content at BingoSites.net.
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