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Is the UK bingo market saturated?
Pessimists who claim that the online bingo sector is at saturation point will find a spirited debate from Neill Whyte, Head of Bingo for Microgaming.
"We've been involved in this burgeoning market segment since 2008 and now have 8 brands on our network," Whyte says.
Online bingo is a $2 billion-a-year business with particular focus in the UK, where there are an estimated 300+ brands operating, and to a growing extent in Western Europe and the Nordic countries.
"As much as 70 percent of the business is in Europe at present, mostly in the UK," Whyte observes.
Competition is fierce, with bingo providers like 888's Dragonfish, Playtech's Virtue Fusion and the independent Cozy Games all active.
Microgaming concentrates on quality, entertaining and diverse content and product diversification, leaving its operators free to focus on customer care and marketing.
Whyte sees the currently hot topic of free bingo play as a potential acquisition and retention tool, but feels there is a need to sensibly balance free play with real play, with industry pundits pretty evenly split on its true value to business.
Independent estimates from respected research firms have predicted that global growth is set to continue at anything up to 30 percent, including the UK.
Interestingly, bingo players are seriously into side games, with as much as 60 to 70 percent of revenues emanating from this source. Microgaming thrives in this department, with a massive inventory of innovative games and the capability to deploy these into the bingo sites, increasing player pull.
Microgaming's development teams have so far provided licensees with some 300+ instant-play Flash side games, mostly well-proven 5 reel slots....and there are plenty more in the group inventory.
Progressive jackpot, scratch card and AWP interactive pub slot games are all popular as side games, which are used extensively by players.
"We listen very carefully to what players are saying and what they want," says Whyte. "We invest in pre-testing and extensive research with the changing demographics of bingo players, which now embrace a younger and more equally balanced gender profile.
"Bingo players tend to spend less per visit, but play more often and stay longer, providing operators with better life-of-customer longevity."
The current focus for Microgaming bingo is a major upgrade to the software, which bingo fans will see on their screens some time in the upcoming months.
Oink Country Love Slot Launches -
Oink Country Love will have players tapping their feet to the country beat with the lovable Oink Bros, Willy and Chancho, who are trying to win over the heart of Miss Southern Charm in this five by three reel, 45-line online slot.
Tim Chung Wins MPNPT Manchester -
The 288-runner £550 MPNPT Manchester Main Event today crowned its champion, awarding the bulk of the £150,000 total prizepool to the nine players surviving after two days of tournament poker at the Grosvenor Casino.
MPNPT Manchester Day 2 -
Day 2 of the £550 MPNPT Manchester Main Event saw 60 Day 1 survivors (from a total of 288 entries) and three intrepid last-minute registrants sit down to play to the final table.
Day 1B MPN Poker Tour Manchester -
Day 1B of the £550 MPNPT Manchester Main Event saw the field rise to 285, as players took full advantage of the whole-day re-entry period.
Day 1A MPNPT Manchester -
The £150,000 guaranteed MPNPT Manchester kicked off today in style – 74 poker players from all over Europe arriving at the Grosvenor Casino to contend the first of two starting days
Kung Fu Rooster Slot Goes Live -
Celebrate Chinese New Year - 2017 Year of the Rooster. It's time to sweep away any ill-fortune and make way for incoming good luck, with this exciting 12 lines slot game.
Sensational Sixes Slot Goes Live -
Light up Icons like BAR's, black spades, red hearts, blue diamonds, and green clubs. The best part of Sensational Sixes are the three wild icons, for 2X, 4X, and 6X multipliers!
3 New Betsoft Slots -
3 new Betsoft slot Games were also added this week to most online casinos allowing US players.
2017 Bodog Super Millions Poker Open -
The first events on the 105-tournament schedule have already been completed; there are three more tourneys on Thursday’s schedule, with a total of $34,000 in guaranteed prize money waiting to be won.
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