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With a general election looming, all thoughts are focused on politics. The main battleground in the political sphere has been the issue of the economy and, as any online bingo player will testify, the offline bingo trade has suffered compared to its Internet compatriot. As commentators assure us that the country is out of the worst of the recession, there is evidence within the online bingo business community to suggest that this recovery is well and truly underway.
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When the UK's GDP began shrinking in spring of 2008, fears were rife that it could be the worst recession for twenty five years. Yet those in the bingo industry were perhaps more confident than other sectors, a confidence that was only partly misplaced. One bingo club manager from Yorkshire boldly proclaimed, “I'm not worried. Bingo is a great release for people – they need to take their minds off the dour situation around them. They need to forget.”
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This need certainly drove people to bingo providers, but it was the online industry that profited. With no need to spend money on fuel journeying to and from the bingo parlour, nor extra cash to fritter on refreshments the only expense when playing online is that of purchasing the cards. As such, the benefits that players could enjoy from the game itself – namely the escapism, sociability and potential prize-winning – ensured that people flocked in their droves to play online.
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While the number of providers did not grow as expected as a direct result of the economic downturn – businesses grew by only 1% in the last quarter of 2008 as opposed to a rapid growth of 10% in the previous quarter of the same year – the number of online bingo players grew by the same margin. Encouraged by an aggressive advertising push from bingo providers on all forms of media, players were inspired by friends and family members to give the online version a try.
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2009 saw a similar result, with little growth in the sector but providers recording steady numbers of players. As Europe's two biggest economies – France and Germany – emerged from their own recessions along with other major markets worldwide, the shrinking GDP appeared set to reverse. As such, bingo providers ploughed yet further revenue into advertising, hoping to entice the UK public among a climate of optimism. This spend-to-recover ethos had a wider influence, with advertising revenue and prize funds rippling evenly out.
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This confident mentality rubbed off as other online gaming markets followed suit. Spain, in particular, enjoyed robust gaming success as game providers exploited an underdeveloped market, while Italy's online market also witnessed upward revenue. The UK itself has seen the number of providers rocket, from 17 in 2004 to 296 in 2009. This competition laid the fertile ground for the rapid stimulation in the online gaming business, a sector which helped to ensure that, despite initial fears to the contrary, this recession was to be one of the shortest in history. |
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21st English Mega Drive Championship
January 2010 |
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