Bingo was once the high point of entertainment in the UK. During its boom in the 1960s-80s, over 1,600 bingo halls were in operation. Since then, land-based bingo has steadily declined, with only 260 clubs left operating (down from 330 pre-pandemic) and online bingo replacing physical locations.
The effects of the COVID-19 pandemic have further compounded financial struggles for both physical and online gambling operators, forcing business closures, increasing inflation, and reducing consumer spending.
In this challenging climate, Buzz Bingo has refocused, targeting younger players and promoting sustainable gambling policies. This has resulted in players returning to its land-based and online bingo establishments and a new generation joining the game.
Let’s look at what’s happening and how Buzz Bingo is bringing players back on board.
Buzz Bingo
Of the 260 bingo halls remaining in the UK in 2023, Buzz Bingo (formerly Gala Bingo, rebranded in 2018) owns 91. As part of its restructuring, in 2023, the company announced it was closing nine branches, taking their total from 91 to 82.
The announcement came shortly after the company detailed a 39.6% revenue uptick in the 12 months leading up to January 2023, a 47.2% retail revenue increase on the preceding year, which saw revenue plummet under pandemic restrictions.
The figures showed that during the period, 50% of Buzz Bingo’s land-based customers were aged 18-35, a turnabout from the game’s past demographic of older players. Additionally, the company’s online revenue grew by 8.2% with increased onboarding of new players.
While revenue figures haven’t yet returned to post-pandemic levels, and new financial pressures exist due to rising inflation and costs (resulting in overall losses), Buzz Bingo is turning things around and showing signs of bouncing back, where other companies have failed.
Land-based bingo: younger players joining the game
- 50% of Buzz Bingo land-based players in the twelve months preceding January 2023 were aged 18-35.
Land-based bingo in the UK has always been popular and is considered a space for community gathering and entertainment; it’s also usually frequented by older generations. Buzz Bingo is just one of many companies now pursuing a strategy and implementing initiatives to introduce bingo to younger audiences.
Younger players now view bingo as a pre-nightout activity or a night out in itself because it is an affordable activity (crucial during a cost of living crisis as is currently being witnessed in the UK) with lower buy-in costs than other forms of gambling.
To attract these players, bingo halls, like Buzz Bingo, have resorted to new tactics that focus on the experience (this is a significant motivator for younger people to gamble, especially Gen Z). This includes event nights that feature other forms of entertainment (music, MCs, and theatrical elements) alongside bingo, serving better food that can rival the likes of pubs, reinventing bingo lingo, integrating pop culture and themes, and offering a more comprehensive range of games.
Much like the older generations before them, many younger players now cite bingo as a place to make friends. Bingo’s social and community aspects have always been a significant factor in why players attend. For younger generations, more used to social media than face-to-face engagement, bingo halls provide a friendly, nostalgic (bingo is ingrained in British culture and often used in schools, charity events and community centres), and welcoming space outside the internet.
Online Refocus in line with white paper recommendations
- 8.2% online growth with an increasing customer base.
During the pandemic, land-based closures increased online gambling participation as people sought new forms of entertainment that they could enjoy safely at home. This encouraged a new sector of players to try online bingo and has caused a rise in its popularity.
For various reasons, young people are drawn to online bingo, including the modern branding of bingo platforms, social media engagement and competitions, inclusive atmosphere and community spirit created through online bingo hosts and chat rooms, and the great bonus offers available. It also tends to be viewed as a lower-risk, safer form of gambling.
To better capture this audience, Buzz Bingo has focused on recreational customers and enhancing player protections (in line with new reforms from the UK government and Gambling Commission). This strategy has led to several initiatives, like offering other games alongside bingo, including online slots, which allow bingo fans to check out the latest game releases and trending titles, and offering fair and transparent bonuses.
Increasing the variety of games available at online bingo sites has made them more competitive, providing greater engagement for players and the option of cross-selling for operators. It also provides a better experience, as there’s more entertainment on offer, and means players don’t need to use different sites for different products.
One of the most successful initiatives has been Buzz Bingo’s move towards no wagering slot bonuses, which are all the rage with younger players who don’t want to be bound to bingo sites through unreasonable terms and conditions. Not only are these bonuses favoured by younger players, but they also go hand-in-hand with responsible play by not encouraging large spending in a short time frame to access a withdrawal.
Safer gambling initiatives such as this, and Buzz Bingo’s £10 stake limit on all slots, have signalled to players that they are an ethical gambling operator that cares about player well-being. Ultimately, this puts players at ease.
However, the further suggested changes to slot stakes for younger players may compromise Buzz Bingo’s new market position and continuing viability as current proposals have put forward a recommended £2-4 max limit for gamblers aged 18-24. The new and upcoming limits are a topic of hot debate in the industry, as many operators are concerned that regulating slot stakes to such low levels may cause an increased incentive to gamble offshore.
Closing thoughts
Buzz Bingo hasn’t been operating in a vacuum, and many other bingo companies and event specialists have contributed to the resurgence and popularity of the game among younger players, both online and in-person. London, in particular, is a hub of bingo nights out, with drag, hip hop and other themed events running monthly.
While the whole bingo industry is undergoing a reinvention and revival, Buzz Bingo is undoubtedly one of the biggest operators restructuring to capture the needs and wants of a younger generator who is, by and large, driving this growth. Responsible gambling initiatives and focusing on the experience have proved essential elements.
