UK Bingo Market Not Saturated Says Expert

During the last two years many have said that the UK and European internet bingo market is saturated and that bingo sites will have to become more competitive to attract a shrinking pool of players. Online bingo players are routinely offered generous deposit bonuses and free bingo. Some industry observers say that at present there are more internet bingo sites closing than land based bingo halls. Last year a report showed that about two live bingo clubs in the UK close down each month.

Others in the industry remain optimistic and say that the bingo market in the UK is not saturated and that there is still plenty of opportunity. Neill Whyte, Head of Bingo for Microgaming is one of those optimists. Whyte stated, “We’ve been involved in this burgeoning market segment since 2008 and now have 8 brands on our network.” Microgaming is one of the premiere software and game developers and is famous for the highly unique slot games they have developed over the years. Microgaming is one of the chief suppliers of gaming software to the online gambling industry. Microgaming was responsible for the Mega Moolah online slot game which provided a very lucky player with a jackpot of €6,374,434, ($8,854,088.44 USD) the largest ever won at any online casino.

Microgaming has some competition. Companies such as Dragonfish (888), Virtue Fusion (Playtech) and independent companies are all competing for their share of the two billion dollars generated by internet bingo every year. Currently there are between 300 and 400 bingo sites targeting the UK and European markets and some independent estimates say the growth of internet bingo may be as much as 30%. Neill Whyte of Microgaming stated, “As much as 70 percent of the business is in Europe at present, mostly in the UK.” Microgaming released the first online casino software over ten years ago and remains an industry leader in software and game development. In 2010 Microgaming won the iGB Affiliate Awards for Best Casino iGaming Software and has recently developed a state of the art Microgaming Bingo platform.

Some industry reports say that almost 60% of revenue generated at bingo sites comes from side games putting Microgaming in an enviable position. Part of their success comes from listening to players and giving them what they want. Whyte stated, “We listen very carefully to what players are saying and what they want. We invest in pre-testing and extensive research with the changing demographics of bingo players, which now embrace a younger and more equally balanced gender profile. Bingo players tend to spend less per visit, but play more often and stay longer, providing operators with better life-of-customer longevity.”

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