Buzz Bingo CEO says Corrected Survey Data Vindicates Sector and Should Inform Gambling Policy

^{Dominic Mansour wants regulatory stability. (Image: Buzz Bingo)}

The Gambling Commission has corrected a significant overcount in bingo participation figures after a joint review with the Bingo Association found that national survey data had been capturing all bingo venues, including village halls and community fundraisers, rather than licensed clubs alone. The findings, published on 9 April 2026, bring official estimates into close alignment with industry admissions data for the first time.

The Gambling Survey for Great Britain (GSGB) had estimated that 3.3% of adults had played bingo at a venue in the four weeks prior to being surveyed. The Bingo Association disputed that figure, arguing it did not match admissions data collected directly from licensed clubs.

A new question, designed jointly by the Gambling Commission's Research and Statistics team and the Bingo Association, asked participants not just whether they had played bingo but where, covering traditional bingo clubs, village halls, community fundraisers, and other settings. After three waves of data, the picture became clear. The 3.3% figure had been counting participation across all those settings. Filtered to licensed clubs only, the GSGB estimate fell to 1.2%, closely matching the Bingo Association's own admissions-based figure of 1.0%.

Why the Overcount Matters

The GSGB is the principal source of gambling participation and harm data in Great Britain. It replaced the Health Survey for England and Scottish Health Survey as the primary benchmark when it launched in 2023, and its findings are used directly by the Gambling Commission and government to shape policy. Inflated participation figures risk distorting the picture of how and where people gamble and, by extension, how harm is measured and where regulatory focus falls.

Dominic Mansour, CEO of Buzz Bingo, said the overcount had masked what was actually happening in the licensed sector. 

"The growth of themed and community bingo events, both in traditional licensed clubs and other venues, has inflated the number of people reporting that they play bingo. Our internal data has consistently pointed to more stable participation in traditional venues, so it was clear from an early stage that the national survey didn't fully align with what we were seeing."

Mansour said the correction also had direct implications for how harm in the sector is understood and communicated.

 "This update helps to better distinguish participation in licensed bingo clubs and more accurately reflects the low levels of gambling-related harm in our sector, driven by its inherently safe, community-focused nature." 

He welcomed the Gambling Commission's acknowledgement of potential reliability issues with earlier GSGB figures and its recommendation that the data be interpreted with caution.

What it Means for the Industry's Recovery

The correction matters beyond methodology. Buzz Bingo reported that 2025 marked the first year since the smoking ban in which the company delivered growth in both admissions and revenue, an increase of 2.5% year-on-year. Mansour argued that if that performance had been measured against an inflated baseline that included informal venues, the true scale of the licensed sector's recovery would have been understated.

"The number of traditionally licensed bingo venues has been declining for many years, so it's important that the data accurately reflects the true scale of the regulated sector. Getting that baseline right helps ensure policymakers and regulators are making decisions based on a clear and accurate picture of a modern, evolving industry."

Mansour added that Buzz was seeing strong engagement from younger audiences, with half of new customers under 35 and a 50% increase in new players trying bingo at its modernised clubs, figures he said pointed to a sector in genuine recovery rather than managed decline.

Larger Sample Needed

The Gambling Commission says it wants to conduct further demographic analysis of who plays bingo in different settings, but needs a larger sample before doing so. The new question is expected to remain on the GSGB for future survey waves.

Mansour said that kind of granularity was exactly what the sector needed, particularly given ongoing uncertainty around machine entitlements and the 80/20 rule. 

"More granular demographic data on who is playing bingo, and in what settings, would be hugely valuable. We welcome better data about the industry, particularly where it helps build a more accurate and nuanced understanding of how different parts of the sector operate." 

He said Buzz had consistently supported evidence-based policymaking through engagement with government and close collaboration with the Bingo Association and other industry bodies.

Industy Must Benefit from Stable Regulatory Environment

The review demonstrates a mechanism built into the GSGB at launch, the ability to add questions as new issues emerge, working as intended. It also sets a precedent: where industry bodies hold detailed admissions data that diverges from national survey estimates, there is now a clear process for investigating the gap.

For Mansour, the immediate priority is translating that improved data environment into regulatory stability. 

"After years of uncertainty and increased costs it's important that the sector, and omnichannel businesses in particular, benefits from a stable regulatory environment, so that the positive momentum we are seeing, and continued investment in the UK market, can continue."