Industry Reports

Jackpot City Bingo Remains Relevant with CA$5M Charity Allocations

Charity gaming has the capacity to guarantee a substantial boost to communities across Canada in a similar to casino venues way. Such is the case in Sarnia, where Jackpot City Bingo underwent renovation and the introduction of new gaming offerings resulting in a surge of gaming revenue.

This week saw Ontario Lottery and Gaming Corporation representatives make their way to Sarnia with a hefty CA$5-million cheque to the local officials. As many as 100 charitable organizations and groups in the region are going to benefit substantially from the operation of the bingo location over the past three years.

Over this time period, the venue has been able to generate gaming revenue that is now on its way to the different organizations devoting their efforts to good causes and noble ideas. Some CA$5 million has been amassed over the past 36 months of gaming operation at Jackpot City.

Charitable Gaming Boosts Good Causes

Shirley Petit, President of Sarnia Bingo Country Charities Association, was present at the special ceremony including OLG representatives and she said that the gaming venue is able to offer its gaming revenue in its entirety to Lambton County.

The bingo venue in St. Thomas has been able to stand the test of time and survive while all remaining ten bingo halls closed for business. This made it the perfect candidate for the Ontario Lottery and Gaming Corporation charitable gaming program that includes more than 30 venues.

Back in 2015, the venue was still operating with charitable organizations in mind, but this time with something new up for grabs. The process was greenlighted by the Ontario Charitable Gaming Association, the Commercial Gaming Association of Ontario.  This meant that the venue itself has to see some improvements.

Striving to make it a more appealing location for locals and a venue able to compete with traditional casino venues, Jackpot City Bingo had to add interactive bingo to its portfolio. Many people perceive bingo as an outdated gaming offering and prefer gambling locations with slot machines and interactive table games.

In response to this, the venue introduced interactive bingo with touchscreen devices making the activity a contemporary one and adding to its traditional appeal. At the end of the day, innovation is what saved the business, as flexibility is key in an ever-changing gaming field and increasing demands for better and more entertaining gaming.

According to the current revenue-sharing agreement, some 25 percent of the net gaming revenue is bagged by charity organizations. As a result of the renovation in 2015, the venue is now able to welcome a younger demographic of players of legal age. Over the past few years, efforts in making bingo great appealing again have been visible throughout the province.

It could be recalled that November 2018 saw International Game Technology ink partnership with OLG striving to bring e-bingo offerings throughout charitable gaming facilities in Ontario. As many as 12 locations were able to benefit from the agreement and their customers are already enjoying the extensive portfolio of the gaming giant.

Weeks earlier, the company also announced its collaboration with British Columbia Lottery Corporation. The beginning of this month brought e-bingo to Manitoba following the agreement with Manitoba Liquor & Lotteries.