Research and Market, a leading source for international market research and market data, has elaborated a report about bingo market included both online and land-based, which was published under the name of 'Bingo in the Digital Age: Global Market Assessment and Forecasts'.

Bingo is one of the most popular and socially accepted games in the world with industry figures conservatively indicating that over 100m people play the game in land-based locations.

When comparing total numbers of admissions, bingo is more popular than the cinema in some countries. However, falling attendances and declining revenues at bingo halls mean that land-based operators need to look at new ways of attracting and retaining customers and revamping the image of the game.

Bingo has long benefited from being seen as a safe pastime played by people who would not necessarily be the expected demographic to visit a casino or betting shop. As such, customers who would not necessarily regard themselves as 'gamblers' are unlikely to feel any unease about playing bingo and are flocking to the online game.

The growth in the online bingo industry has been fuelled by many factors including promotion of the online game in land-based bingo halls, the smoking ban in some markets, the economic downturn which has increased demand for in-home entertainment formats, increased television exposure through advertising, sponsorship and programming, celebrity participation, attractive bonuses and prizes and ease of online access through broadband penetration.

Despite draconian anti-online gaming regulation in the US, the continuing relaxation of previously strict rules in the UK and moves in the European Union against monopolistic gaming laws offer bingo operators new opportunities.

As the next 12-18 months develop, new entrants to the online bingo market will be forced to choose between:

(a) the more tried and tested route of the UK where competition is already intense and global market share of gross gaming yield is set to fall, or

(b) a less developed market such as India which by virtue of being unproven carries greater risk.

This report provides case studies of the major global bingo operators with analysis to determine their business models and revenue streams as well as who the winners and losers in this dynamic marketplace will be.

Bingo in the Digital Age: Global Market Assessment and Forecasts is aimed at both land-based and online bingo operators, technology companies, bookmakers, games producers, broadcasters, telecoms companies, lawyers, consultants and investors, as well as at sports properties that might be considering sponsorship from a bingo company and retailers/businesses that might be looking to launch their own online bingo property.