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

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 playe... Full description

Journal Title: PloS one 2016, Vol.11 (5), p.e0154763-e0154763
Main Author: Stead, Martine
Other Authors: Dobbie, Fiona , Angus, Kathryn , Purves, Richard I , Reith, Gerda , Macdonald, Laura
Format: Electronic Article Electronic Article
Language: English
Subjects:
Publisher: United States: Public Library of Science
ID: ISSN: 1932-6203
Link: https://www.ncbi.nlm.nih.gov/pubmed/27138116
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recordid: cdi_plos_journals_1786515815
title: The Online Bingo Boom in the UK: A Qualitative Examination of Its Appeal
format: Article
creator:
  • Stead, Martine
  • Dobbie, Fiona
  • Angus, Kathryn
  • Purves, Richard I
  • Reith, Gerda
  • Macdonald, Laura
subjects:
  • Addiction
  • Advertising
  • Analysis
  • Analysis Methods
  • Analytical Chemistry
  • Behavior
  • Bingo
  • Biology
  • Biology and Life Sciences
  • Chemical Analysis
  • Chemistry
  • Cognitive Psychology
  • Cognitive Science
  • Communications
  • Consumers
  • Design
  • Emotions
  • Gambling
  • Gambling - psychology
  • Gambling Addiction
  • Gambling industry
  • Games
  • Health Sciences
  • Humans
  • Internet
  • Language
  • Laws, regulations and rules
  • Licenses
  • Life Sciences
  • Marketing
  • Medicine
  • Medicine and Health Sciences
  • Mental Health
  • Motivation
  • Neuroscience
  • Online gambling
  • Physical Sciences
  • Players
  • Psychiatry
  • Psychology
  • Qualitative Analysis
  • Qualitative research
  • Qualitative Studies
  • Recreation
  • Research
  • Research and Analysis Methods
  • Research Article
  • Research Design
  • Science
  • Social marketing
  • Social networks
  • Social Sciences
  • Sociology
  • Surveys and Questionnaires
  • United Kingdom
  • Usage
  • Web sites
  • Websites
ispartof: PloS one, 2016, Vol.11 (5), p.e0154763-e0154763
description: 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.'
language: eng
source:
identifier: ISSN: 1932-6203
fulltext: no_fulltext
issn:
  • 1932-6203
  • 1932-6203
url: Link


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descriptionOnline 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.'
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subjectAddiction ; Advertising ; Analysis ; Analysis Methods ; Analytical Chemistry ; Behavior ; Bingo ; Biology ; Biology and Life Sciences ; Chemical Analysis ; Chemistry ; Cognitive Psychology ; Cognitive Science ; Communications ; Consumers ; Design ; Emotions ; Gambling ; Gambling - psychology ; Gambling Addiction ; Gambling industry ; Games ; Health Sciences ; Humans ; Internet ; Language ; Laws, regulations and rules ; Licenses ; Life Sciences ; Marketing ; Medicine ; Medicine and Health Sciences ; Mental Health ; Motivation ; Neuroscience ; Online gambling ; Physical Sciences ; Players ; Psychiatry ; Psychology ; Qualitative Analysis ; Qualitative research ; Qualitative Studies ; Recreation ; Research ; Research and Analysis Methods ; Research Article ; Research Design ; Science ; Social marketing ; Social networks ; Social Sciences ; Sociology ; Surveys and Questionnaires ; United Kingdom ; Usage ; Web sites ; Websites
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descriptionOnline 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.'
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5Behavior
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7Biology
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9Chemical Analysis
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11Cognitive Psychology
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13Communications
14Consumers
15Design
16Emotions
17Gambling
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19Gambling Addiction
20Gambling industry
21Games
22Health Sciences
23Humans
24Internet
25Language
26Laws, regulations and rules
27Licenses
28Life Sciences
29Marketing
30Medicine
31Medicine and Health Sciences
32Mental Health
33Motivation
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35Online gambling
36Physical Sciences
37Players
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39Psychology
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notes
0Competing Interests: The Institute for Social Marketing at the University of Stirling received financial support from the European Union for conducting the research on which the paper is based. MS, KA, RP and LM state no competing interests other than the institutional funding. FD has received funding for her research from a range of organisations including the Economic and Social Research Council, the Scottish Government and the Responsibility in Gambling Trust. All her research is independent, and the views expressed in this article are her own. GR has received funding for her research from a range of organisations including the Economic and Social Research Council, the Scottish Government and the Responsibility in Gambling Trust. All her research is independent, and the views expressed in this article are her own. In the past five years, she has been a member of The Responsible Gambling Strategy Board: the independent body that advises the Gambling Commission on policy and research issues related to gambling.
1Analyzed the data: MS FD KA RIP GR LM. Contributed reagents/materials/analysis tools: MS FD KA RIP GR LM. Wrote the paper: MS FD KA RIP GR LM. Conceived of this particular study and paper, and conducted website analysis: MS. Conducted qualitative secondary analysis: FD GR. Designed protocols, collected data and conducted website analysis: KA RIP. Designed protocols and collected data: LM. Drafted the manuscript: MS FD KA RIP GR LM.
abstractOnline 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.'
copUnited States
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pmid27138116
doi10.1371/journal.pone.0154763
orcididhttps://orcid.org/0000-0002-6539-0295
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