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Theonline bingo industry is a thriving industry. Beginning in 1996 withthe first playing site, there are now hundreds of online playing sitesfor the enjoyment of their members. These online playingestablishments operate in a competitive industry and areprofit-oriented firms. This means that they must be concerned withcosts and revenues just as other firms must. The nature of the onlinebingo industry is that each customer generates a small revenue streamfor the business, so the firm needs large numbers of customers in orderto generate respectable revenues. Firms look for way to grow theiractive customer base. They not only need to attract new customers totheir business, they also need to limit the turnover of existingplayers. The site management does not want to see its players jump toanother site in response to a good offer. They must make their site asappealing and exciting as possible in order to achieve their goal. Thesite can attract new players in different ways. One of the mostobvious ways to to advertise, if it is legal. The bingo establishmentcan run adverts in media like television ,radio, newspapers, etc. Incountries, like the United Kingdom there are restrictions onadvertising by online bingo sites. The jurisdiction in which they arelicensed must conform to the government standards and be included onthe White List. The adverts of the firm must also conform to thestandards of the government or they will be pulled. The value ofadvertising is that it reaches a large segment of the population,promotes the brand name, provides information about the site, andattracts potential customers to the website. Once at the site,the potential member is offered a welcome bonus as an inducement tojoin. The welcome bonus is a prevalent practice in the online bingoindustry and usually consists of a specified amount of free bingo and amatch deposit bonus up to a stated amount. The free bingo may be givenbefore or after the initial deposit. If it is given before, thepurpose is to let the player try the site. The welcome bonus is one ofthe most effective marketing tools the bingo operator has. Offeringfree bingo to existing players is a good way of promoting customerloyalty and making the player feel more interested and excited aboutplaying at the site. Free bingo makes the site more appealing for bothnew and existing players and benefits both the site operator and theplayer.
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