Gambling of all types has changed considerably over the years thanks to the emergence of the internet. However, bingo, especially, is one of the more fascinating markets that has been able to transcend land-based venues. This is despite having extenuating factors that initially meant people were sceptical about whether it could crossover at all.
Bingo represents a unique form of gambling and entertainment, with distinct considerations to keep in mind. One key factor is the target audience, which often consists of older players, especially in in-person settings. This demographic may be less inclined to embrace technology for playing bingo, which could impact its performance in a digital format. Unlike sports betting or casino gaming, which can operate online much like they do in a brick-and-mortar location. Sports betting and casino companies can use the technology to expand into in-play markets or provide variations on their classic design.
Before the internet, bingo was a social event that brought people together in big communities or halls; it was an event for townships, used to raise funds for local charities in the same manner as the original lottery competitions and bring people together using a gambling game in a controlled manner. Today, I will venture into some of these historical starting points and how they continue influencing today’s multibillion-pound market.
Exploring the roots of bingo
It can be easy to get drawn into vivid and eye-catching TV, radio and social media bingo advertisements. Today’s game is far from what it was in the mid-20th century, and it comprises a smaller section of the market than it did back then too. Historians trace the origins of bingo to early 17th century Italy before it became part of French culture and eventually spread across the continent.
While bingo showed promise in its early years, its potential became apparent when the American market became a national, cost-effective way to connect people, fusing numbers-based learning, community camaraderie and the positives of fundraising.
Although the game dates back nearly 500 years, there’s still a dispute regarding where the name originated. In the 1920s, pioneers in the US rolled out the game in the format we see today, but it was mostly at carnivals and smaller, local events rather than the national bingo hall movement we saw in the UK just a couple of decades later.
However, the popularity meant that business leaders were soon exploring ways to bring people together in physical locations to play the game. Until online gaming came about, this was the watershed moment in the bingo timeline, as it showed just how much of an appetite existed for this new game.
Why was land-based bingo such a hit?
It’s an intriguing question. I believe it’s because of three things:
- Small initial cost
- Game length
- Social events bring people together
Unlike casino games, such as blackjack or roulette, which would set a benchmark for minimum entry, and the number of quickfire games meant that you had to operate with a bit more cash in your pocket — bingo tickets were a fixed price. Games were interactive, often involving a bingo caller who added plenty of personality and humour to proceedings and additional prizes for those who got a line or a special number, known as a wild number, rather than a full house.
As the explosion of bingo halls gripped the US and UK between the mid-1950s and the early 1980s, it became a way for people to see their friends, socialise and do something different rather than head to the local bar. It gave people options, and it was cheaper to play bingo than other gambling games, which also proved to be a key factor that attracted people.
As it snowballed into a popular weekend event, bingo halls started to crop up in UK cities and towns and engrained themselves into the broader UK culture.
Although the US followed a similar trajectory, I believe it didn’t quite achieve the same level of cultural phenomenon due to the fractured, state-based legislation, which meant some US states were more strict in their approach to legislating bingo. In contrast, the UK had one overseeing governance body that allowed the game to truly flourish.
Online gaming – a means for evolution
Some casino analysts and iGaming experts have compared poker and bingo, especially when it came to initial trepidations about certain gambling games that would not be able to transition from land-based operations to the vastness of digital gambling. In hindsight, this was clearly short-sighted.
Online bingo is now the most popular form of the game, and it continues to attract new demographics, which is one of the key transformations that experts in the industry have spotted. This shift online is symptomatic of the broader economic changes we’re seeing, including the death of the high street.
Shifting demographics and moving with the times
Similar to the struggle of land-based retail, the decline of bingo halls doesn’t mean fewer people are playing the game. Quite the contrary, in fact. Not only is the game stronger than ever, but younger generations of gamers are seeking it out too.
Convenience has driven this. While there aren’t many pieces of data from the 1970s and 1980s, estimates state that around 75% of the bingo-playing audience were women over 50. If you look at a few clips from bingo halls around this period, you’d have a difficult job questioning this data.
However, more recently, the rise of online gambling and playing bingo on a mobile device or PC has meant that more men are seeking out the game. Women of a younger generation, between the ages of 30 and 45, are also exploring what the digital version has to offer.
Is it driven by the bingo industry or the new digital age?
While some experts believe that the bingo industry has actively tried to move away from bingo halls, I wouldn’t say this is the case; the switch to digital is a sign of where the more comprehensive online gaming industry currently is.
Digital gaming has meant that those who play can search for different games online, and it’s also resulted in game designers looking for ways to implement this rise in technology to think outside the box and innovate in digital bingo gaming.
Expanding their market to an international base has meant that bingo companies can offer bigger prizes than localised events, with more entrants, more people buying tickets and higher potential prize pools. Adapting to the new digital world is one of the reasons that bingo has continued fanning its popularity, keeping it visible, and, in my opinion, this has been a significant catalyst in the game’s renaissance in big UK cities like London.
Multi-faceted uses and the bingo renaissance era
Alongside the social element of land-based bingo, it’s a game that has also found success in other unexpected areas. I remember when I first found out about how it was used to teach people English, which is something that fascinated me.
No other gambling or casino game can provide the same sort of utility that could incorporate learning to allow those just learning the language to memorise how numbers are pronounced and what the rhyming slang can stand for.
While online bingo might be getting a lot of the headlines for transforming the game, there’s been a bit of a renaissance for land-based providers too. Many of these reinventions combine the classic versions with quirky prizes, fancy dress themes and other variations to attract as many people to the game as possible.
Playing Bingo Responsibly
Although bingo players would seek out these games as they offer a different avenue to traditional casino games, it’s important to remember that it is still a form of gambling, and responsible gambling protocol always applies.
Manage your budget and the time you spend playing bingo. If you or anybody you know begins to use money earmarked for essentials, or it is starting to impact their close friendships or family relationships, seek out assistance from problem gambling charities like Gamblers Anonymous.
My final thoughts
While bingo’s timeline is punctuated with different nuances than other casino games that have transitioned online, there’s a healthy blend of innovation, moving with the times and not forgetting the foundations of the game that made it such a big draw in the first place.
Games that deviate too far from what made them a hit in the first place often do so at their peril. Now, there are many online bingo sites specialising in delivering bingo to a global digital audience, with a growing emphasis on mobile bingo played on smartphones and tablets. With a growing emphasis on mobile device interconnectivity, bundles and other features that enable connection on the go are growing in popularity.
With four years of experience in the industry and a long-standing passion for bingo, I’ve observed that despite various adaptations, players remain as enthusiastic as ever about enjoying the game. While the historical roots and the transformation of the game to adapt to digital audiences are both fascinating in their own right, I think they speak to a more important bigger picture — the hallmarks of a game willing to adapt and change. That is the most crucial factor for continued success, and that’s where I will leave it today.
With over 4 years of experience and a passion for Bingo, Audrey Medina is well known for her expertise and in-depth reviews, making her a seasoned pro in her field.
