Sky Betting and Gaming wanted to redesign and reposition their Bingo brand, Sky Bingo, to attract new customers and increase its share of the online bingo market
In order to do this, Sky needed to understand who its bingo players were, what motivated them to play bingo online and ultimately, what they wanted from their chosen bingo website.
We began with an in-depth competitor review to see how Sky Bingo’s website experience and marketing communications compared to other leading bingo companies. From general look and feel to onboarding communications – and of course the gameplay itself – we benchmarked Sky Bingo against the competition across a wide range of criteria.
To understand Sky Bingo players – and online bingo players generally – including why they play bingo and what drives them to play on specific bingo sites, we combined a wide-reaching user survey with user study, observing Sky Bingo and non-Sky Bingo customers as they interacted with the Sky Bingo site.