Bingo has never really gone away; it’s just changed with the times. In the UK, what was once seen as a traditional pastime has steadily grown into a dynamic, digital-first vertical. It’s a space where nostalgia meets innovation, and where community remains at the heart, even as formats, audiences, and platforms evolve.
To understand what’s driving this momentum, we caught up with Kati Saari, who oversees the bingo vertical at Bojoko. With deep industry experience and a keen eye on product and player trends, she shares her insights on how the game is changing, what new players are looking for, and why bingo still deserves serious attention from operators, affiliates, and iGaming insiders alike.
How has the move online changed player behaviour, and who’s playing bingo today?
The digital shift hasn’t just changed how people play bingo and who plays it. Today’s audience is broader, more diverse, and far more dynamic than in the traditional hall era. Sessions are now mobile-first, spontaneous, and easily woven into daily routines. Players aren’t setting aside an evening — they’re jumping into a game during a commute, a break, or just for a few minutes of light entertainment.
A big driver of this growth has been bingo’s social layer. Online platforms have elevated the sense of connection through things such as chat rooms. What’s especially notable is how much Gen Z is engaging with bingo not just as a game, but as a social experience.
In some cases, that social connection has gone a step further. After discovering bingo online, some younger players actively seek out the real-world version. They’re showing up in halls for the first time, drawn by the same sense of fun and community they’ve found online. It’s a full-circle moment highlighting what bingo has always done well: bring people together in formats that speak to a new generation.
What kind of impact have hybrid games like Slingo had on the bingo market?
A huge one. Slingo and similar formats have brought in players who might not have considered bingo at all. They combine number-matching with slot-style gameplay. It’s quicker, flashier, and often packaged with themes or pop culture references that make it immediately accessible.
These hybrid games serve as a kind of soft onboarding. They catch the attention of players used to fast mobile entertainment, and once they’re comfortable with the mechanics, many explore further, including classic bingo formats. So, rather than diluting the product, they actually create more entry points into the broader bingo ecosystem.
Platforms’ real opportunity lies in guiding that player’s journey, not just in retaining interest but also in deepening it.
So the classic versions of bingo, such as 90-ball, 75-ball, etc., still hold weight?
Absolutely. These formats are still core to the game’s identity. They offer a slower, more immersive pace that appeals to players looking for a break from high-stimulation experiences. There’s a ritualistic comfort in the flow of classic bingo that just works, especially when it’s delivered well.
The key today is how these games are presented. Modern players expect a clean interface, seamless performance on mobile, and maybe even customizable touches like avatars or room themes. The game itself doesn’t need to change, but the way it’s packaged does.
Traditional bingo has become a kind of rediscovery for many players, especially those who came in through newer variants. It offers a different kind of fun — more about flow, less about speed.
When players are searching for where to play bingo online, what factors do they consider?
It’s a very similar criterion to what casino players look for. They want substantial bonuses, game diversity, and easy payments. In the UK, it is also essential to be licensed by the UKGC. While some Brits do wade off to offshore sites, there is a general distrust.
At Bojoko, we track how players respond to different offers. No-deposit offers are obviously the huge favourite in terms of promotions. We also see more general hunts for bonuses and bonus codes. One thing that may surprise many is that many make decisions based on payment methods. Pay-by-phone bill solutions are particularly attractive. Another less suspected factor that many players are swayed by is low deposit limits.
Bingo is often described as a low-revenue vertical compared to casino or betting. Would you say that is right?
Yes, that is the bottom line, but money can still be made in this vertical. If you operate a casino or betting site already, it is especially easy to pivot. Brits love bingo, and while the search volume is lower than in casino terms as well, the interest is still quite huge. My analysis shows that hundreds of thousands of Brits are looking for new places to play bingo every month, and that’s hard to ignore.
Do you foresee any big changes in the bingo space in the coming years?
I don’t think we’ll see anything as big as what has happened over the last decade. We could see the arrival of new kinds of hybrids that could blow up the same way Slingo did, but I think it is more likely we’ll see more Slingo variants.
It is possible that new technology will find new ways to make the bingo experience more immersive, though here, too, I think we are more likely to see some gimmicks, rather than anything that will sweep over the industry right away.
The biggest potential might be in gamification, competition, mini-games, etc., but that’s more of a natural evolution rather than a big change-up.
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