The look and feel of the site matters a lot too.
Absolutely. Players want to feel like their joining a community not like they’ve stumbled upon a casino sites by mistake. Hence, these are good bingo sites (http://www.bingoknights.com and http://www.southbeachbingo.com ) and this is all wrong ( http://www.rubybingo.com ) . Sorry, CasinoPays, but RubyBingo looks like a casino site – what’s with the slots graphic ? – where as SouthBeach has a nice above the fold ‘meet the players’ link, a clear list of what’s on offer, links to the latest newsletter and it invokes a sense of community.