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Mirror Bingo suffers decline in revenues

  • 18 Aug 11
  • Written by Deena Chance

altIt would seem that fickle online bingo players are to blame for a drop in revenues for the Mirror Group, well if recent reports are to be believed.  The downturn in trading figures for the group, has been attributed in part to online bingo players changing camps from Mirror Bingo to alternative sites. It is true that there are a growing number of online bingo sites launching, and this means that established sites like Mirror Bingo need to up their game to stay ahead of the new sophisticated player-hungry entrants to the market.

It has to be said that a lot of older sites have become rather complacent leaving the way clear for the newer bingo brands with a keen eye for a gap in the market, to sweep in and clean up.New sites like Wonder Bingo and Rollover Bingo, provide a totally new way of enjoying the traditional bingo game.  Both of these new entrants to the market have used the existing online bingo game and have added value by incorporating additional features to draw in and retain players. Wonder Bingo offer various levels for players to achieve, gift giving and social networking. Rollover Bingo on the other hand offer syndicate lottery tickets as an incentive to stay loyal.

In fairness you might think that Mirror Bingo is in an excellent position to stay ahead of the competition; certainly with such a well-known name and with its own dedicated advertising vehicle, providing the opportunity to continually build brand awareness and promote their product. The fact is in a challenging market all organisations can sink or swim; those that swim will usually be those committed to finding new and innovative ways to stay ahead of the competition.  

Mecca Bingo is a great example of how it is possible to gain a second wind in a difficult market with the improvements they have made to their high street bingo hall operation.  Mecca Bingo tried something completely different at two of their largest high street bingo halls, offering an entertainment package geared towards a younger market with the ‘After Dark’ clubs.  So successful have these clubs been that the group have increased the number of bingo halls offering this.  Mecca Bingo have also increased revenues from their bar and restaurant service; they recognised that by providing a table service that players would be more inclined to use this service,  furthermore they would play more games by staying in their seats.

In our opinion, for any well-established online bingo site to survive there needs to be not only a careful eye on the competitor, but also additional markets.


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