Heightening the allure of online bingo has been a staple of many an industry agenda over the years, with it often argued that the segment, a mainstay of digital gaming for many a year, has stagnated amid the rise and rise of slots.
However, as industry focus transitions to that of lower stakes, to a certain degree, is bingo poised to take its place at the top of the shop or find itself at heaven’s gate?
To delve into key issues such as differentiation, core demographics and popular and emerging markets are Kaarel Kluge, Head of Bingo at Relax Gaming, and Sebastian Perrier, Managing Director of Neko Games.
CasinoBeats: Bingo has been available from the early days of online casinos in the 1990s, since then it’s seen very little in the way of differentiation. What have you done to make your bingo titles stand out?
Sebastian Perrier: I’m glad you asked that question! Differentiation is at the heart of our company and is essentially why Neko Games was formed. We noticed that despite bingo’s popularity, no one was doing it justice online.
Even though it’s one of the oldest games – older than roulette, blackjack, and slots – it had fallen way behind in terms of innovation. So, we decided to step in and fill that gap. We took inspiration from slots, combining the classic mechanics of traditional bingo with the exciting themes, fast-paced action, and potentially lucrative features that make slots so appealing.
It’s a balanced combination of these elements that make our games stand out, and we always do our research to ensure our games have the best chance of resonating with the target audience.
Don Bingote, for example, is based on the famous adventures of Don Quixote, and it’s proved to be very successful in Spanish-speaking countries, particularly Spain. Combine a popular story with a big jackpot prize, some interactive bonus rounds, fantastic visuals and exciting gameplay mechanics like wild balls and extra balls, and it makes for an entirely new and immersive online bingo experience.
Kaarel Kluge: When it comes to bingo, players enjoy the simple and classic experience the vertical provides. Ultimately they’re seeking entertainment and that unbeatable feeling of anticipation and excitement when one of their tickets is close to winning.
We’ve always paid very close attention to how players are using and engaging with our products, and I believe our product’s differentiation lies in the way we adjust and improve our products based on player feedback. It’s imperative that our bingo titles offer a combination of quality core gameplay, engaging features and a flawless UX boasting a modern feel.
A recent innovation that takes this differentiation one step further is our dynamic ball speed feature. This allows us to speed up the game at times when it might begin to feel stagnant, as nobody is close to winning. We can also slow down the game to build the level of anticipation when a player is getting close to winning.
This fluctuation in speed takes players on a journey which succeeds in keeping them engaged throughout. Ultimately, however, the look and feel of the game will always require improvements and upgrades but the core mechanics we believe will remain what makes it a great game.
CB: Have you seen a shift in the core demographic of bingo players over the years? Or have you always had a strong following of users that fit a very specific profile?
SP: There has been a noticeable shift in the core demographic of our bingo players over the years. Initially, when we launched our games, we had a target audience in mind—what we call ‘early-life’ players.
These were individuals eager to dip their toes into the world of online gaming for the first time but were maybe a bit hesitant or unsure where to begin due to the sheer volume of options available. We wanted to provide them with a comfortable entry point, so they could begin their online gaming journey with a familiar game, enhanced by a few unexpected twists.
However, as our games have gained traction and popularity, we’ve witnessed a significant broadening of our player base. The demographic has expanded beyond our initial expectations, encompassing a diverse range of players.
We’ve seen individuals from various demographics and backgrounds who find our unique blend of traditional bingo mechanics with modern, engaging features to be highly appealing.
One of our missions is to challenge people’s perceptions of bingo; That means producing games for those that crave dynamic and entertaining experiences, regardless of their previous gaming preferences or expectations.
KK: Truthfully, I don’t think the core online bingo demographic has changed that much over the years, however, there’s a noticeable difference with land-based players now. Unlike slots, land-based bingo and online bingo are somewhat different, therefore the player base is also different.
CB: In which markets are your bingo products most popular? And are there any emerging markets that are primed for bingo’s long-term success?
KK: For Relax, bingo has always proven to be more popular in our core markets across the Nordic countries and the Netherlands. Many markets are high on our target list as we believe there to be a lot of heritage related to the vertical in so many areas around the globe.
SP: Our products have gained immense popularity in LatAm, where bingo holds cultural significance due to its rich history and close ties to Jogo do Bicho, along with other widespread lottery-type games.
These games are deeply ingrained in various communities across the country, so we’re thrilled to be part of the online gaming landscape in its early stages of development.
Our strategic roadmap positions us to maximise the opportunities presented by this market, with some localised titles coming up which we hope will contribute to bingo’s long-term success in the region.
Mexico also has a lot of potential as an emerging market and we’re seeing a growing interest in our games. Catrina caters to the Mexican market, but of course the Day of the Dead is such a globally recognised event that it has strong appeal in other important established markets, such as the UK.
CB: Finally, what does the future of bingo look like to you?
KK: Bingo has a clear attraction factor, and it’s important to have a product that is built on all of the traditional facets that make the game so appealing. I don’t think we’ll see changes to the mechanic of the vertical, however, I know we’ll see bingo evolve as player needs evolve.
SP: In the coming years, I expect more competition in the bingo scene as studios look to capitalise on its growing popularity in newly regulated markets. With an expanding bingo audience, acquisition and retention strategies will become more prominent, featuring perks like free rounds and bonuses.
I think we’ll see more tie-ins with other gaming brands too, bringing instant bingo adaptations of existing popular titles – just as we’ve done with Immortal Romance Video Bingo and Thunderstruck II Video Bingo. Branded bingo games, crafted for specific operators, could also be a way for operators to differentiate their offering in markets where bingo is a major player.
In terms of tech, bingo has already made great strides in narrowing the gap on popular games like slots and live dealer games. The playing field is levelling, and bingo is gearing up for a more serious role in the gaming industry. Exciting developments lie ahead, and we’re thrilled to be a part of that journey!
