Dom, well said!
Indeed, comparing bingo to casino is like comparing a shark to a whale. Granted they both feed, and boy do they feed, but certainly in very different quantities.
Bingo is seen more as a pastime than a gambling activity. The typical characteristic of a bingo player is that they play with less money, average deposit falling anywhere between $20 – $25, they are typically attracted by the social atmosphere of the bingo hall and specifically the community “feel” generated by the chat rooms. And as Dom mentioned, they tend to be very loyal, typically females aged between 35 to 55 years of age (70%) and also enjoy playing slots games. Furthermore, bingo players have a much lower fraud rate than casinos and are more consistent in their depositing behaviour.
Thus cross marketing between bingo and casino tends to work well with slots-oriented traffic. But as you can see from the above description, the markets are very different indeed and to be successful in promoting bingo, one would certainly need to segment the market and advertise appropriately. Simply throwing a bingo banner among the heavy casino promotions will most likely not yield good results. You can correct me if I’m wrong.
In terms of how lucrative it is, well perhaps you can judge for yourself. In 2001, the land based bingo industry generated over $11 billion turnover. Furthermore, estimates have bingo as the fastest growing sector in online gaming due to the high customer retention.
So as they say, “different strokes for different folks” but one thing’s for sure, if you’re interested in promoting bingo, the one thing this should tell you is that it is very different from casino.
Cheers.
Sara
Gaming Partners Affiliate Network
http://www.gamingpartners.com
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