BINGO has traditionally been seen as a game played by the older women — slow moving and uneventful. Yet, that sigma isn’t necessarily true. The Canadian market, in partnership with OLG looked to change this perception with the introduction of newer Electronic Bingo terminals, placed in halls throughout the respective providences. The hope: have people play while waiting for or during an actual bingo game. The product looked like a slot machine. Thus, the need to convince players that this wasn’t just their typical BINGO experience.
Interviews of 600+ customers, women 30-60 years of age, were conducted. As a result, three key player segments emerged. This granted unique insights into the design/development process.