![]() In addition, the design decisions reflected in the bingo sites had the effect of positioning online bingo as a benign, childlike, homely, women-friendly, social activity. ![]() Our analysis of bingo web-sites found a common theme where websites were easy to navigate and structured to present a light-hearted, fun, reassuring, social image of gambling. Using two distinct data sources allowed us to assess how the key messages online websites are trying to convey compare with actual players' motivation to play bingo. ![]() Our aim was to examine the content of ten online bingo websites in the UK and analyse a qualitative secondary dataset of 12 female bingo players to investigate the appeal of online bingo. This study sought to increase understanding of this growth by exploring the appeal of online bingo. Online bingo has seen significant growth in recent years. ![]()
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