Please use this identifier to cite or link to this item:
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: The Online Bingo Boom in the UK: A Qualitative Examination of Its Appeal
Author(s): Stead, Martine
Dobbie, Fiona
Angus, Kathryn
Purves, Richard
Reith, Gerda
MacDonald, Laura
Contact Email:
Keywords: gambling
content analysis
qualitative research
United Kingdom
Issue Date: 3-May-2016
Date Deposited: 4-May-2016
Citation: Stead M, Dobbie F, Angus K, Purves R, Reith G & MacDonald L (2016) The Online Bingo Boom in the UK: A Qualitative Examination of Its Appeal. PLoS ONE, 11 (5), Art. No.: e0154763.
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 benign, child-like, homely, women-friendly, social activity. Comparison of the website content with our participants' reasons to play bingo showed congruence between the strategies used by the bingo websites and the motivations of bingo players themselves and the benefits which they seek; suggesting that bingo websites strive to replicate and update the sociability of traditional bingo halls. Online bingo differs from traditional forms of bingo in its ability to be played anywhere and at any time, and its capacity to offer a deeply immersive experience. The potential for this type of online immersion in gambling to lead to harm is only just being investigated and further research is required to understand how the industry is regulated, as well as the effects of online bingo on individual gambling ‘careers'.
DOI Link: 10.1371/journal.pone.0154763
Rights: © 2016 Stead et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Licence URL(s):

Files in This Item:
File Description SizeFormat 
Stead et al PloSONE16.pdfFulltext - Published Version268.01 kBAdobe PDFView/Open

This item is protected by original copyright

A file in this item is licensed under a Creative Commons License Creative Commons

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.