WhichBingo survey highlights bingo’s shift towards customer safety 

WhichBingo.com has revealed a strong take-up of safer gambling tools and protections as part of its fifth Online Bingo Market Report’.

Publishing an in-depth 64-page report of the online bingo marketplace, WhichBingo underlined that operator focus has shifted to consumer needs on safety.

 Key research segments of the report include an online bingo player survey, accompanied by both an overall marketplace review and a breakdown of retention and loyalty programmes available. 

Online bingo has maintained its core demographic profile, which sees the sector’s engagement primarily attributed to female players (78%). Meanwhile, WhichBingo detailed no significant changes in age group profile, with 80% of players surveyed indexed between the ages of 35-64.

Proprietary-built Tombola has maintained its position as the UK’s most popular online bingo brand. Nevertheless, WhichBingo explained that Buzz Bingo is proving a popular destination for players, taking second spot in its player survey – a notable achievement considering the brand has only operated since 2019. 

A breakdown of player habits revealed that online bingo maintains high engagement with its customer base, with 78% of players surveyed stating that they played bingo at least once a week.

 WhichBingo’s player survey indicated that average player deposits are decreasing, as the number of players who deposit £50 per month has fallen from 45% to 27%, in-line with 2017 survey findings. 

The survey detailed marked improvements in safer gambling options and engagements with bingo customers, who now have a variety of tools available to control their play.

Setting ‘deposit limits’ was listed as the most popular safer gambling measure, with 70% of players surveyed stating that they have used the feature.

Furthermore, 40% of players stated that they had temporarily self-excluded from engaging with their favourite bingo rooms, while 7% admitted that they had permanently self-excluded from bingo.

“This year, we saw the online bingo industry face new regulations, causing a change for the better. In a time of increased regulatory scrutiny, WhichBingo stands out in helping brands adapt and meet player expectations,” said Stuart Simms, Group CEO of XLMedia – the parent organisation of WhichBingo.

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