Cashcade, Gala, Sun, William Hill bingo ad spends dwarf rivals', study shows
Cashcade, Gala Bingo, Gamesys-run Sun Bingo and William Hill Online spent more on advertising in 2008 than did their next 20 biggest rival bingo brands in total, new research has revealed.
CASHCADE, Gala Bingo, Gamesys-run Sun Bingo and William Hill Online spent more on advertising in 2008 than did their next 20 biggest rival bingo brands in total, new research has revealed.
Data compiled by market research company Mintel shows that the four brands together spent more than £10m on advertising in 2008, while the next 20 rival bingo brands together spent less than £5m.
SunBingo, the biggest spender, invested £3.2m on advertising, followed by Cashcade’s Foxy Bingo, which spent £3m. Gala spent £2.3m of its total £3.8m bingo advertising spend on online, while William Hill Online (WHO) spent £1.6m marketing its bingo products.
Other bingo brands all spent less than £1m, with only PartyGaming’s bingo outlay even coming close, at £994,000. As reported on EGRmagazine.com, however, Party is targeting continental European growth with its Cashcade and Party bingo brands alongside more white-label deals after PartyGaming acquired Foxy Bingo owner Cashcade this month.
Think Bingo spent £786,000, Mecca £342,000, and Littlewoods, Bingos.net and Bingos.co.uk and Buckingham Bingo Club are the only other brands to have spent more than £100,000.
“As an indication of how the power in the bingo market is shifting towards the online arena, the main investors in main media advertising in 2007 and 2008 have been the major online players,” the report concluded. “The top four investors in 2008 are online products, and combined these four online offers account for 67% of main media spending.”
The study also noted that advertising spend on Bingos Net fell sharply as the brand diverted advertising resource toward Bingo.co.uk, its UK-facing site.
As reported on EGRmagazine.com, additional Mintel research confirmed that internet bingo is booming as land-based bingo suffers, revealing a 60% increase in the number of people playing bingo online, accompanied by a 10% drop in the number of people visiting bingo clubs from 2006 until the end of 2008.