Bongo’s Bingo, the live bingo events company, has appointed Manchester-based research agency Mustard to lead a major audience segmentation and growth research programme as the entertainment brand prepares for its next stage of expansion.
Launched in Liverpool in 2015, Bongo’s Bingo has staged more than 10,000 sold-out events across the UK and internationally, including Australia, Las Vegas, Dubai, and Ibiza, attracting hundreds of thousands of players. The popular bingo rave fusion brand has become one of the biggest success stories in the live bingo entertainment sector, with ambitions to continue growing both domestically and overseas.
Understanding the next generation of players
Mustard’s research programme will help Bongo’s Bingo develop a deeper understanding of its audiences, exploring the motivations, behaviours and emotional drivers behind attendance across different customer groups and occasions.
The project will also create detailed customer personas and bespoke audience funnels, alongside practical recommendations to support marketing, communications, customer relationship management (CRM) and long-term business growth.
Andrew Wiseman, Strategy Director at Mustard, said:
“Bongo’s Bingo is a brilliant example of a brand that has grown through cultural energy, word of mouth and a genuinely distinctive experience.
“The challenge now is understanding how that growth can continue without losing the personality, the chaos and the emotional pull that made people fall in love with it in the first place.”
Emma Price, Head of Marketing at Bongo’s Bingo, said of the partnership:
“We were particularly excited by the depth we will get through the online community, and by Mustard’s thinking around how the insights and personas can be embedded with our internal teams. There was a strong cultural fit from the start, and we’re looking forward to working together.”
Growth Through Knowledge
The appointment by Bongo’s Bingo reflects a wider trend across the entertainment and bingo sectors, where operators are investing more heavily in customer insight and data-led decision-making to support sustainable growth. Last year, Buzz Bingo, owned by the Intermediary Capital Group, invested heavily in modernising its venues after identifying growing demand from younger players, while also expanding immersive formats such as Bada Bingo to attract new audiences.
CEO Dominic Mansour said the aim was to modernise bingo “for the next generation of players” through digital registration, self-service kiosks, electronic bingo tablets and improved food and drink offers. Almost half of new customers are now aged 18-35.
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