“The bingo market looks vulnerable to the cost-of-living crisis, with only one in five players determined to maintain current habits if they needed to cut their leisure spending. The retail segment is more vulnerable than the remote, but both will need to focus on value offers and player acquisition to protect revenues.”
– David Walmsley, Senior Leisure Analyst
This Report looks at the following areas:
- The impact of the cost-of-living crisis on bingo play.
- Changes in participation habits emerging from the COVID-19 pandemic.
- Threats and opportunities presented by anticipated changes in gambling regulation.
- The growth of new entertainment-led retail bingo formats.
- The introduction of digital technologies to in-person play.
- Changes in device usage for online participation.
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The five-year outlook for bingo
- Figure 1: Bingo outlook, 2023-27
- The market
- Low growth to follow slow recovery
- Figure 2: Consumer expenditure on bingo games, 2017/18-2027/28*
- Clubs hard hit but remote operators maintain their gains
- Figure 3: Consumer expenditure on bingo games, by segment, 2017/18-2021/22
- Bingo in tune with gambling’s pivot to recreational play
- Companies and brands
- Big two dominate retail while specialists lead online
- Figure 4: Leading bingo club operators’ revenues*, 2019/20-2021/22
- The consumer
- New formats draw a younger crowd
- Figure 5: Past-year experience of playing bingo in person*, 2022
- Remote play has strongest crossover appeal
- Figure 6: Past-year experience of playing bingo online, 2022
- Traditional games attract older players
- Figure 7: Participation in bingo club activities, 2022
- Electronic devices create digital divide
- Figure 8: Use of electronic devices for playing games in bingo clubs, 2022
- Older players picking up the smartphone habit
- Figure 9: Devices used to play bingo online, 2022
- Bingo at risk of spending cuts
- Figure 10: Potential changes in bingo habits in the face of cost-of-living pressures, 2022
- The five-year outlook for bingo
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Issues and Insights
- How will the cost-of-living crisis affect bingo spending?
- Clubs can be a source of community support
- Strong competition limits online opportunity
- How can bingo clubs capitalise on younger post-COVID crowds?
- Generations divide around frequency and spend
- Main stage games most at risk
- Familiarity breeds content
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Market Size and Performance
- Remote gains can’t counter retail’s pandemic crash
- Figure 11: Consumer expenditure on bingo, 2017/18-2021/22
- Remote gains can’t counter retail’s pandemic crash
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Market Forecast
- Slow retail recovery as remote trends resume
- Figure 12: Category outlook, 2023-27
- Low growth the next normal
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- Figure 13: Forecast of consumer expenditure on bingo games, 2017/18-2027/28
- Figure 14: Forecast of retail consumer expenditure on bingo games, 2017/18-2027/28
- Figure 15: Forecast of remote consumer expenditure on bingo games, 2017/18-2027/28
- Learnings from the last income squeeze
- Figure 16: Consumer expenditure on retail bingo games, 2010/11-2014/15
- Forecast methodology
- Slow retail recovery as remote trends resume
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Market Segmentation
- Clubs hard hit by COVID and the cost-of-living crisis
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- Figure 17: Consumer expenditure on retail bingo, 2017/18-2021/22
- Online operators hold on to pandemic players
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- Figure 18: Consumer expenditure on bingo online, 2017/18-2021/22
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Market Drivers
- Pressure on leisure spending puts bingo play at risk
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- Figure 19: Financial situation, 2021-23
- Post-pandemic preferences can promote digital and community play
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- Figure 20: Concern over COVID-19 risks, 2022-23
- Pandemic accelerates rationalisation of bingo club base
- Figure 21: Active bingo premises, 2018-22*
- Regulatory change targets remote sector
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Market Share
- Big two dominate retail segment
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- Figure 22: Leading bingo club operators’ revenues*, 2019/20-2021/22
- Online specialists stay ahead of multichannel brands
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Launch Activity and Innovation
- Bingo entertainment continues to boom
- Bingo boards the social entertainment bandwagon
- New game adds racecourse twist
- Tombola pops up with merchandise sale
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Advertising and Marketing Activity
- Online competition keeps advertisers spending
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- Figure 23: Total above-the line, online display and direct mail advertising expenditure of leading bingo brands, 2020-22
- Television dominates but radio remains on the rise
- Figure 24: Bingo brands’ total above-the line, online display and direct mail advertising expenditure, by media type, 2020-22
- Nielsen Ad Intel coverage
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High Street Bingo
- Younger crowd not yet covering older losses
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- Figure 25: Past-year experience of playing bingo in person*, 2022
- Club market’s potential far bigger than its present
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- Figure 26: Future interest in bingo club visiting, 2022
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Online Bingo
- Remote players have broader gambling repertoires
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- Figure 27: Past-year experience of playing bingo online, 2022
- Sports dads seek escape from full houses
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- Figure 28: Future interest in playing bingo online, 2022
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Bingo Club Experiences
- Come for the entertainment, stay for the bingo
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- Figure 29: Participation in bingo club activities, 2022
- Activity repertoires ripe for expansion
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- Figure 30: Repertoires of bingo club activities, 2022
- Electronic devices create digital divide
- Figure 31: Use of electronic devices for playing games in bingo clubs, 2022
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Methods of Online Play
- Computers cling on, but smartphones set to dominate
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- Figure 32: Devices used to play bingo online, 2022
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Bingo and the Cost-of-living Crisis
- Retail spending most at risk
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- Figure 33: Potential changes in bingo habits in the face of cost-of-living pressures, 2022
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Forecast Methodology
- Market forecast and prediction intervals
- Figure 34: Forecast of consumer expenditure on bingo games, 2022/23-2027/28
- Figure 35: Forecast of retail consumer expenditure on bingo games, 2022/23-2027/28
- Figure 36: Forecast of remote consumer expenditure on bingo games, 2022/23-2027/28
- Market drivers and assumptions
- Forecast methodology
- Market forecast and prediction intervals
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