Over the last two years there have been claims that the online bingo industry has peaked and competition between operators has increased. Players are now surrounded with an extensive choice of free bingo and generous deposit bonuses. Ironically, we have got to the point where there are more online bingo sites closing down than land based bingo clubs.

Neill Whyte, Head of Bingo for Microgaming is somewhat more optimistic about the future of the industry.

"We've been involved in this burgeoning market segment since 2008 and now have 8 brands on our network," he adds.

With bingo software providers such as Dragonfish (888), Virtue Fusion (Playtech) and independent companies such as Cozy Games all competing for the bingo brands, competition is tough. The online bingo industry is worth an estimated $2 billion a year with the UK being one of the biggest markets. There are around 300 bingo brands operating and independent estimates have predicted global growth to continue to at anything up to 30 percent.

"As much as 70 percent of the business is in Europe at present, mostly in the UK," Whyte adds.

Microgamin, which released the first true online casino software over a decade ago, won the 2010 iGB Affiliate Awards for Best Casino iGaming Software, has developed a cutting age Microgaming Bingo platform with some of the most powerful side games in the industry. There aim is to concentrate on quality and diverse content to allow operators to focus on customer care and marketing.

With reports suggesting that as much as 60 percent of revenues coming from side games, Microgaming has a strong position going forwards. The company has an extensive inventory of games and the capability to deploy these to bingo sites. The development teams have already provided licensees with more than 300 instant-play Flash side games.

"We listen very carefully to what players are saying and what they want," Whyte added. "We invest in pre-testing and extensive research with the changing demographics of bingo players, which now embrace a younger and more equally balanced gender profile.

"Bingo players tend to spend less per visit, but play more often and stay longer, providing operators with better life-of-customer longevity."