Channels
Client Paddy Power
Agency John Brown
Title Bingo Power

Online Bingo players have a younger profile than traditional players. However, they remain in the DE social classes and are predominantly female homemakers. We created a simple, self-contained, on-line publication which uses all the devices associated with women's print weeklies - competition incentives, celebrities, horoscopes and real-life stories written by readers for readers.

The Brief

Create a point of difference in a crowded and discount-led market. Promote gameplay and use of sidegames. Create a sense of brand loyalty and buzz around online bingo players.

The challenge

Online Bingo players have a younger profile than traditional players. However, they remain in the DE social classes and are predominantly female homemakers. We created a simple, self-contained, on-line publication which uses all the devices associated with women's print weeklies - competition incentives, celebrities, horoscopes and real-life stories written by readers for readers.

Editorial Response

The ezine highlights ongoing promotions on every page, using a blend of videos, banners and calls to action mixed in with user-generated content to deliver entertainment and involvement in a mix of editorial around the Paddy Power Bingo experience. We hero the chat moderators and pack the issue with incentives to gain the Paddy Power currency.

Bringing to life exciting stories about winning big from people just like them, interactive editorial and design is combined with fun, friendly and first-person tone of voice to engage the reader and promote play of sidegames and bingo variations.

By promoting the ezine via email and across the bingo site we extended the normal life of the format, and by developing a CMS behind some of the Flash elements we were able to refresh promotions as and when they were released, allowing the ezine to remain current.

  • Customers interacting with ezine features showed considerably higher staking and margins (by more than 200 per cent)
  • Players spend longer online - average time spent reading is 5.4 minutes
  • 64 per cent of readers go on to interact with Paddy Power Bingo site
  • Viral: customers chat and link to the ezine via the chat forums on Paddy Power, their rival sites, and Facebook


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