The concept of brand mascots is a tried and trusted one, and one that has been used for generations to embody and emphasize an existing brand. In effect, mascots offer a primary point of contact and interaction for customers, while also enabling companies to stand out in a crowded marketplace.
While mascots are widely used in some markets and industries however, they are relatively sparse in others. The bingo market is one that is well-populated with mascots, many of which are colourful, larger-than-life characters that embody fun, joy and spontaneity.
Why Are Brand Mascots So Popular In The Bingo Industry?
In some respects, it may seem strange that mascots are so popular among bingo brands. After all, they are typically synonymous with children-orientated brands and products, from Ronald McDonald and Mr. Peanut to Bertie Bassett (the charismatic face of Liquorice Allsorts). This makes perfect sense, primarily because mascots are usually exaggerated cartoon personas or caricatures by their nature, and designed to engage children through colour, shape and visual stimulation.
This has changed in recent times, however, with brands that boast an adult target audience also using mascots to engage consumers. In fact, the use of mascots has become increasingly popular within serious and competitive markets, with insurance firms such as Churchill and Confused.com using innovative characters to afford their proposition a unique and fun dimension while also creating a point of differentiation with similar brands.
The bingo market has also seen a huge influx of mascots, as brands look to optimise their market share in a competitive and increasingly populated space. The issue with such a market is that it is difficult to introduce innovative products and gimmicks, as brands are typically restricted in terms of the games that they are able to offer. As a result of this, we have seen companies create mascots that create a visual point of difference between themselves and their rivals while also serving as a physical touch point for interaction.
The Bottom Line
While the generic purpose of a mascot is to humanise an existing brand and consistently embody core commercial values, bingo firms have utilised them to set them apart in a crowded space. This may subsequently change as a growing number of mascots enter the market, as while they each have their own unique visual design and brand philosophies the concept is no longer as ground-breaking as it once was. For now, however, bingo mascots serve a clear purpose in a market that is increasingly competitive and worth in excess of £2 billion in the UK alone.