Exclusive Q&A w/ Serhii Bukeiev, Head of Bingo at Evoplay

You’ve joined Evoplay with a wealth of industry experience, how will you be leveraging this expertise in your new role?

With my extensive experience in product development, I understand that achieving success involves not just tactics but setting clear strategic goals. At Evoplay, we will focus on aligning our strategies with market trends and operator needs, driving continuous innovation and building strong partnerships to exceed expectations. At a team level, we will work on identifying key areas of interest for operators and ensuring our products exceed both their and players’ expectations.

As the bingo vertical is a new area for Evoplay, my goal is to meet the current needs of our partners and players while anticipating future trends. By prioritising their satisfaction, I am confident we can uphold the esteemed reputation Evoplay has garnered over the years. Finally, by diversifying with more types of games and promotional tools, we bring Evoplay’s dynamic approach to captivate players across a range of verticals.

What is Evoplay’s strategy for your new bingo products and what differentiates it from competitors on the market?

As bingo is a new addition to Evoplay’s game portfolio, the initial strategy is to launch it as a classic offering with fresh twists. By adding proprietary interactive features, we can distinguish ourselves from competitors whilst appealing to a broad audience, both dedicated bingo enthusiasts and those attracted by Evoplay’s existing offerings.

The approach involves equipping operators with a diverse range of promotional tools to run effective campaigns and boost player engagement. From my perspective, the goal is not only to meet current needs but also to anticipate future trends and allow us to develop a leading position in the industry.

How do you assess the current bingo landscape in iGaming? How does it compare to land-based experiences and has it been effective in converting players to the digital realm?

The iGaming sector has seen significant growth in online bingo, driven by technological advancements and the convenience of digital platforms. Valued at $1.16 billion in 2023 with over 100 million players, online bingo appeals to a wide range of users, including younger, tech-savvy individuals. Innovations such as mobile apps and live streaming have made online bingo more interactive and engaging. At the same time, relaxed regulations have allowed online platforms to reach a global audience, outpacing traditional land-based bingo.

The COVID-19 pandemic also sped up the shift from land-based to online bingo because of temporary hall closures and health concerns. Online bingo offers the convenience of playing from home, flexible schedules, and engaging features, whereas land-based bingo struggles with rising costs and declining attendance. I believe that as internet access continues to grow and more users engage with digital platforms, online bingo will keep gaining popularity.

Despite its simple premise, bingo is attracting more players than ever before. What factors contribute to its sustained success?

One of the main attractions of bingo is its inherently social nature. Players enjoy interacting with others, whether in a physical bingo hall or through online chat features. This creates a sense of community and makes the game more engaging.

Bingo’s popularity is also due to the universal nature of the game. While variations may arise from country to country, the simple premise remains the same. Meanwhile, bingo also has a low cost of entry, which is a pull factor for newcomers to enjoy the game with low stakes and without much experience. By incorporating these elements into our bingo products, we create engaging content that captivates players and provides real value to our partners.

In a more traditional vertical, how do you strike the balance between innovation to attract new players without isolating its core target audience?

Bingo is a flexible platform where UI skins and bingo types can vary with a modular UX to cater to diverse audiences. This flexibility allows us to bridge different player groups by giving everyone the option to play their way. We offer fast-paced variants for those seeking quick action, as well as longer games with an interactive chat feature to capture the social element found in a classic bingo hall. Additionally, we include local themes for players who favour regional lotteries or bingo styles.

Knowing modern players have a short attention span, we offer a variety of mini-games, including slots and instant games to keep players engaged and entertained during the passive waiting periods between bingo rounds. The integration of these mini-games serves as a key player retention tool and increases customer loyalty for our partners.

Combining new features with classic elements, we keep bingo exciting and fun for all, ensuring that no one misses out on the action.