Bingo is a long-established British tradition and, like most games, it has also found its way online. According to one online bingo site, Winkbingo.com, the number of online players has doubled in the last 12 months alone, while at the same time Mecca Bingo, one of the UK’s largest ‘bricks and mortar’ bingo firms, saw a seven per cent fall in sales.

Winkbingo.com says that one in six of the UK’s three million regular bingo players now plays online and has just launched its own social network, WinkMe, to make game play even more interactive.

The company says that the Facebook-style WinkMe network gives members the chance to generate their own user content through the site. Once each member has created their own personal profile they are provided with their own ‘wall’ for friends to write on. Members can send ‘Winks’ to each other, create groups, use the forums to talk about everything from strategy to scandal, and most importantly be able to interact personally to improve the site.

NMK’s Chris Lee talked with Winkbingo.com’s marketing director, Maurice Karpes, to talk about WinkMe and the potential for online bingo.

Are you the first to launch this kind of bingo social network?

Yes. Winkbingo.com is the first and only bingo site to provide its members with their own dedicated social networking site, WinkMe. Socialising has always been an integral element of bingo, in the halls and then translated online as members have always had the ability to chat while the games are playing. We have just taken that aspect one step further by giving our members the opportunity to generate their own content. Never before have members been able to upload their own pictures, share their views and opinions on forums and create their own groups discussing all the things inside and outside of bingo that are important to them.

Does bingo particularly lend itself to social networking over, for example, gambling on horses? If so why?

Completely, since bingo - and especially online bingo - is a game centred on socialising so it does naturally lend itself to a more social element. Online bingo is a great way to play an entertaining game while catching up with your bingo buddies, and also gives the added benefit of being able to play in your pyjamas with a cup of tea and not having to brave whatever the British weather throws at you.

Will this damage the 'real life' bingo industry?

There has certainly been a decline in traditional bingo halls in recent times however that decline has been attributed to a number of factors. The smoking ban has played a major role but the growth of online bingo hasn't helped either. The rise of the Internet and the ease of access however does certainly make playing online a very attractive option. However the typical players of online versus "offline" bingo are actually quite different.

What's the typical demographic of users?

Our players range from 18 to 80 years old, however the average age tends to be more toward the younger end of the spectrum. This tells us that online bingo is seen to be quite hip and even trendy while maintaining as much of the traditions from the offline world. The online game does also attract many more females than males, although more and more men are signing up.

How are you marketing Winkbingo.com and who to?

We use a combination of marketing avenues including TV, print and online. We were the sponsors of All Star Family Fortunes on ITV as well as ITV2 Daytime TV last year. Our campaigns can tend to be more female biased but that is changing with the ever-changing online world. Keep an eye out for our new ads that will be airing pretty soon.