The Online Bingo Boom in the UK: A Qualitative Examination of Its Appeal.

ABSTRACT: Online bingo has seen significant growth in recent years. This study sought to increase understanding of this growth by exploring the appeal of online bingo. Our aim was to examine the content of ten online bingo websites in the UK and analyse a qualitative secondary dataset of 12 female bingo players to investigate the appeal of online bingo. Using two distinct data sources allowed us to assess how the key messages online websites are trying to convey compare with actual players' motivation to play bingo. Our analysis of bingo websites found a common theme where websites were easy to navigate and structured to present a light-hearted, fun, reassuring, social image of gambling. In addition, the design decisions reflected in the bingo sites had the effect of positioning online bingo as a be

SUBMITTER: Stead M 

PROVIDER: S-EPMC4854447 | biostudies-literature | 2016

REPOSITORIES: biostudies-literature