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The number of people classified as exhibiting problem gambling behaviour and experiencing harm through online gambling is low and the proportion of harm linked specifically to bingo is likely to be even lower [9]. However, it is possible that the effects of the recent proliferation in online gambling will only emerge in future years. Statistics published by the UK gambling addiction charity GamCare reported that the second most cited location for problem gambling behaviour was the online gambling sector (34% of calls to the helpline) [21]. Although it is unclear how much of this is related to online bingo, evidence is emerging to suggest that online gambling participation in the UK is increasing faster among women than men [16].

To date, there have been no published studies which focus on understanding the growth and appeal of the phenomenon of online bingo websites in the UK. This study sought to fill this gap. Our study aims were to:

Three stages were involved in the data capture and analysis. Firstly, the main content of each website was recorded using a structured protocol. A draft protocol was initially piloted by four authors (MS, KA, RIP, LM) on two websites (two authors per website), then refined and used to capture data from the ten bingo websites. The protocol comprised a form with tick box lists and some open-ended sections (see S1 File), plus an NVivo 10 (QSR International, Victoria, Australia) database to record images (screengrabs) of the webpages. Starting with the homepage, the presence of links, features and information were noted in the form and an image of the full page captured; then the links to the main sub-pages of the website were clicked on, captured for NVivo, and again, the presence of pre-determined links, features and information identified on the form. Open-ended sections allowed other items or features to be captured, and websites could be browsed using site-maps (where available) to track down information for the protocol that was not directly linked to from the homepage or main subpages. The data were input to Excel and summarised in descriptive tables.

The thematic analysis examined how design, imagery, textual style and content were used in conjunction with each other to engage both new and existing users and how the benefits of online bingo were conveyed. Findings have been combined into three over-arching themes: drawing in the first-time user, creating belonging, and stepping up involvement. Table 2 illustrates the main themes with examples of findings.

Analysis of transcripts collected from 12 bingo players highlighted similar motivations for playing bingo as those the websites are trying to convey. In addition, this analysis also adds context around motivations to play bingo and potential risk factors associated with playing bingo. Table 3 presents the main themes and sub-themes with examples of coded text. Findings are presented around three main themes: initiation into playing bingo; on-line bingo appeal (case study of one participant); variety in bingo games and other types of gambling.

A key theme from the website analysis was the strategies used by bingo websites to convey a sense of community and friendship. This was also found in individual narratives for both initiation and continued play (discussed below). An example comes from one participant who described how her sister introduced her to bingo after her partner died as way to get her out of the house and socialise with other people.

Second was the flexibility and variety that online bingo offered. Helen liked the fact that online bingo could be played 24 hours a day which meant she could play whenever she wanted to (unlike traditional bingo halls that have set opening hours). As was found in the website content analysis, Helen also commented on the variety of games that online bingo offered and liked the option of switching games if she was not winning.

In addition to online bingo, participants also cited a variety of ways to play bingo in a traditional bingo hall: pen and paper (i.e. a bingo card / book and pen to mark up numbers); using a hand held electronic device which allows the player to play multiple games of bingo and one time; mini bingo; national bingo; bingo whiz; party link bingo; and party boards. This variety was also a feature of bingo websites, which not only offered a range of bingo games but also different types of gaming (online slots, casino games, scratchcards etc., see Table 1). This may could that websites are trying to maintain interest and encourage longer periods of play which may result in members spending more time and money than planned or can afford. For example, in the transcripts, bingo players described how it was common to play other types of bingo (eg. mini bingo) in between the main games of bingo which became expensive.

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, through thematic content analysis of online bingo websites in the UK and analysis of a qualitative secondary dataset derived from interviews with gamblers.

This study has limitations. The samples for both strands of investigation were small with one online case study. However, qualitative samples are not designed to be representative but to reflect range and diversity to explore and unpack the area of interest [30]. Thus, inclusion of the secondary qualitative dataset added value to the website content analysis. Future research using social network analysis [32] to examine the network structure, interpersonal connectivity and interactions of online bingo players may increase understanding of the appeal of online bingo.

Although the website sample was small (ten sites), each site contained large numbers of pages, which were reviewed in detail (230 pages in total). In addition, the UK websites selected may not necessarily be representative of bingo sites in other countries. Further investigation is, therefore, required to corroborate our findings in a European and international context. Finally, most of the website pages were coded by one of three single-coders in the content analysis and this entails a greater likelihood of bias than double-coding and comparing the results. However, the three single-coders had developed and refined the coding frame together, and they discussed any subsequent content they encountered that was difficult to code, all in an effort to maintain coding consistency.

Overall, this study of ten popular UK online bingo sites has provided a detailed insight into features of these sites which potentially attract and retain users. Textual, graphic and content elements in the ten websites combined to attract the attention of new users and encourage them to play, to create feelings of belonging and build relationships with users, and to encourage users to step up their involvement by spending and playing more. We complemented the thematic content analysis of the bingo websites with secondary analysis of qualitative interviews with bingo players, and this has suggested that many of the features offered by online bingo websites fit well with the benefits sought by bingo players themselves. Evidence is emerging to suggest that some bingo play has the potential to escalate to problem levels, and this may be exacerbated by the immersive nature of online bingo play. Ongoing scrutiny of the content and promotion of online bingo is needed. 2351a5e196

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