The online bingo vertical is often overlooked by operators who prioritize casino and sports betting. However, bingo has a lot to offer and has experienced significant growth in recent months. As the Gambling Commission tightens regulations for casino and sports betting, bingo is emerging as a vertical that aligns well with safer gaming rules. With its lower cost per acquisition and ability to cross-sell players to other verticals, operators should be enthusiastic about bingo.
The growth of online bingo is evident in the increased number of searches related to bingo on Google. Search volume for “online bingo” has steadily risen month on month, with particularly high numbers in March and April, representing a significant year-on-year increase. This growth has continued even after the return of sports events and betting, indicating sustained interest in online bingo.
The participation survey conducted by the Gambling Commission also supports the growth in online bingo. The percentage of players participating in bingo during the first half of the year has increased by 60% compared to the previous year.
While slots and casino games may be the main revenue generators, operators should not overlook the significant demand for online bingo. There are more Google searches for “best bingo sites” compared to “best casino sites”. By offering bingo games, operators can retain existing players and attract new ones, particularly females aged between 35 and 55, who are a valuable demographic in terms of cost per acquisition, loyalty, and cross-selling potential.
Furthermore, bingo aligns well with the latest responsible gambling and safe gaming requirements, making it a suitable choice amidst the regulatory changes in the industry. Bingo tickets have lower stakes compared to online slots, which positions the vertical to be less affected by any potential tightening of rules.
With the evident boom in online bingo and the ongoing regulatory developments, operators need to seize the opportunity and take action to capitalize on the potential within the vertical.
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