Bingo customers want adrenaline over community

Bingo customers want adrenaline over community

Wednesday, October 12, 2016 Posted by Andy McCarron
Sky Bingo's research shows entertainment is a main driver for customers

‘Entertainment and adrenaline’ are two of the main reasons that customers play online bingo, according to James Boord, head of bingo marketing at Sky Betting & Gaming.

The operator has just relaunched its bingo brand following six months of extensive research and development. The relaunch will be supported by the largest multi-channel campaign investment that the business has ever put behind this product.

Boord explained that some of the findings discovered the key elements of what makes bingo popular. “We know the sense of community and friendliness are an important element of the bingo experience but our research has shown that entertainment and adrenaline are the core drivers for most of our players.

“We love bingo as much as our players and we ‘get’ that one to go feeling - and is ultimately why we do it. 93% of our target audience will see the creative in the first week of the campaign, so we’re looking forward to sharing the new Sky Bingo brand experience with millions of online bingo players.”

In partnership with Leicester based agency BigDog, the team spent 22 weeks exploring customer motivations in order to deliver insights to inform a distinct and differentiated territory for Sky Bingo. As well as being ‘deep rooted’ in player insight, the personality of the brand shares much of the same passion, exhilaration and entertainment of Sky, with a new strapline ‘Expect Excitement’.

Sky Bingo says that the rebrand will enable it to have a single-minded focus for its players, delivering what is important to them.

The culmination of this work is the delivery of the new multi-channel campaign, which emanates the new brand positioning and is deeply rooted to the customer insight gained. SB&G believes this investment will help the continued over performance of the brand and secure further market share gains, continuing a success story that has already seen net revenues up 24% over the last financial year.

The new campaign made its UK TV début on Friday and builds on the feelings fuelling the anticipation of only one number left to be called... This is wrapped within a story about that single number you need for the win, ‘Lucky Number 7’.

Totally Gaming says: Sky has made big inroads into betting with its Sky Bet brand and has similar brand recognition when it comes to online casino through Sky Vegas. So it’s no surprise then that the operator is looking to maximise its bingo branding now and has been prepared to spend nearly half the year researching what needs to be done.

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