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UK Bingo Landscape Changing According to WhichBingo Report

UK Bingo

Leading UK Bingo affiliate WhichBingo, recently released details about its 2019 Annual Online Bingo Report at the London Affiliate Conference. The fourth edition of the report is the biggest and most detailed publication by WhichBingo and features analysis of the latest trends and opinions from key industry players.

Online Bingo Ad Spends

In 2018, the ad spends in the online bingo category increased by 3% year-on-year. While, reported digital advertising is also slipping, and operators are moving into programmatic buying. Interestingly, advertising spends on TV has increased by a whopping 15%.

The industry spent an estimated 42 million pounds on TV advertising this year, with Tombola spending over 12.5 million pounds. Other large advertisers were Gala, Sky Bingo, Sun Bingo, and Wink Bingo. These brands together amounted for over 80% of the total ad spend.

Search Marketing

Search marketing has always been very competitive in the iGaming industry, and 2018 was no different. This year, “bingo” was the most searched keyword on Google, followed by “bingo sites,” “free bingo,” “bingo games,” and “free bingo no deposit.”

The report advised brands to focus on keyword sets which help in driving more organic traffic. It is also better from a customer acquisition perspective an helps the sites rank highly as well. A ranking loss from the first to the second position could cost as many as 13,000 organic clicks to a brand. The search market has also become more stable due to changes introduced by Google. Updates to the Search Quality Evaluator guidelines and the EAT update has helped reduced the search market’s volatility.
Because of EAT, the breadth of keywords has become more important for brands now. The report suggests that Gala Bingo ranks for over 95% of the keywords, providing it more non-brand organic search visibility.

WhichBingo Player Survey

The online bingo player survey suggests that most players remain loyal to a handful of brands. More players are now moving towards online slot games. Rainbow Riches, Fluffy Favorites, Cleopatra, Clover Rollover and Starburst were the most popular slots on Bingo sites. On sportsbook sites, Starburst, Cleopatra and Age of Gods became the most popular games.
Playtech is driving 7 of the 10 most popular bingo brands in the market. In the past year, players increased their frequency of play as well as average deposit values.

Brands are trying to move away from the stereotype that online Bingo is popular amongst women and make it appear more unisex. This year’s player survey was also lopsided in terms of gender- as it included 88% female and 12%, male. According to this year’s results, the number of older players has increased for the first time in three years with the most significant growth in the age group of 55 and above. Sun Bingo, Tombola, Heart Bingo, Gala Bingo, and Sky Bingo were the most popular brands amongst customers.

People also noted that they like to withdraw once they have earned 50 pounds. The second highest preference was withdrawal at the 100-pound threshold. About 88% of players said that they play at least once every week, up from 79.5% in 2017. 44% said that they play online bingo every day. Interestingly, 44% of people consider themselves gamblers as against 38% in 2017.

The report also highlighted how the regulatory regime of the UK is creating survival problems for smaller operators. It also detailed about Bingo Awards, where Heart Bingo became the Best Online Bingo Site.
Richard Flint, SkyBet’s CEO sat down for an interview with WhichBingo, talking about GAMSTOP and a whistle-to-whistle ban on gambling adverts during live sporting events.