fun & games /

Why Are Some Bingo Brands So Successful?

There are countless online Bingo sites all of which enable those of us who love playing Bingo to play from the comfort of our own homes. This is nothing new of course, but the growth in online gaming until the last couple of years has been exponential. Now, though, the marketplace has become a bit more crowded and, in the UK at least, seems to have reached saturation point.

Apparently, there are at least 400 online bingo sites in the UK all going after the same c.4 million or so regular players. Statistics also reveal that 30% of regular online bingo players are aged under 35. Obviously, then, 70% are above this figure, but the stats seem to show that bingo is increasingly appealing to a slightly younger audience.

All this is very interesting from a marketing point of view – particularly when sites are notably successful – or notably unsuccessful.

One site which has been growing quickly by employing clever marketing techniques and by continually innovating in all areas of online gaming, but particularly online Bingo, slots, free slots and instant win games is Jackpotjoy – now on of the UK’s leading sites.

A few years ago, few pope would have heard of Jackpotjoy, but now more or less everyone has thanks to the site’s use of Barbara Windsor, former Queen Vic landlady from Eastenders and star of countless Carry-On films, to front its advertising.

But as anyone with a good knowledge of branding will quickly be able to tell you, Jackpotjoy’s success cannot be explained just by spending money on advertising using a British iconic star. Instead, the site seems to have got its kitsch branding just right for today’s younger online audience who intuitively understand this tongue-in-cheek approach to the marketing of online gaming. And it’s working.

Take, for example, one of Jackpotjoy’s recent TV ad campaign which features two old-aged pensioners racing off in their mobility scooters at the classic Santa Pod racing circuit. This is a perfect example of how the sheer fun of the brand is accurately communicated to its target audience who want to have a bit of a punt for fun, to have pure fun whilst playing the games, and to identify with a brand that knows what kitsch is really all about. The brand engages today’s online audience whilst excluding no-one; expanding so quickly in today’s hugely competitive online gaming market in the UK really takes some doing.