Bingo Operator Loyalty Report 2012

For the last several months we have been collecting statistics on a large number of factors regarding usage of the major online bingo houses in the UK. This includes Foxy, Mecca, Sing, Robinhood, Wink, Costa, JackpotJoy, Sun, Tomobola, Cheeky, Tasty, Butlers, PaddyPower, City, X and Polo Bingo. After our comprehensive review, we can share the results.

The first study of its kind, we looked at player crossover with each bingo operator – that is to say, how often a player at one bingo house actively plays at 1 or more other bingo houses. Loyalty is reported on a 1 to 5 scale, where 5 means they exclusively play at the one surveyed bingo house and 0 means they play at 5 or more other bingo houses.

While we have to rule out X bingo because of too few responses to be statistically significant, we can say with confidence that both Mecca and Tomobola players the most loyal.

These statistics are quite valuable because they tend to indicate several things:

1. Players are generally pleased with the offering and do not feel the need to go seek other venues.
2. Player retention can be expected to be higher at these sites in the long run.
3. Subsequently, player growth will likely be steady heading into 2013.

By far the worst player loyalty was Polo Bingo, where nearly all respondents claimed to be participating at many other bingo houses.

Notable bingo operators Sun and Foxy bingo scored respectable numbers in the upper 3s but were not substantially greater than their smaller counterparts which one would expect to have far lower loyalty scores. Smaller houses have more difficulty attracting new members and, thus, tend to attract seasoned players looking for new bonuses or offers. The majority of bingo operators landed somewhere between 3 and 4, with only Mecca and Tomobola beating the 4 mark.

While we will continue to collect these numbers for 2013, we should hope to see that some of the lower performers will work hard to increase player loyalty by offering better bonuses, play, and socialization.