Since its foundation in 2022, LOL Bingo has rapidly established itself as one of the UK’s most exciting bingo brands, with its four high street sites offering the “modern-day consumer” a fun, friendly and relaxed way to play.
Born out of a desire to reach communities underserved by traditional clubs, the company has seen membership skyrocket at its sites in Harpurhey, Wallsend, and Southport, as well as its latest lounge in Sunderland, which opened last month.
“Sunderland was a site previously run by another operator, so it was a pretty straightforward refurbishment project,” said owner and director Mike Smith. “We have opened up the frontage onto the High Street, installed our bingo positions, overhauled the machine estate and added some LOL Bling to the venue.”
The LOL offering
And it’s an expansive offering as Smith explained. “At LOL you can play bingo anytime, from doors open at 10am to doors close at midnight. You can also play one game or multiple, staying ten minutes or a couple of hours. Bingo games start from as little as 25p. We aim to appeal to the modern-day consumer who can be both time and cash sensitive.”
Though Smith revealed he has already signed Heads of Terms for a fifth lounge, he added that the LOL Bingo team will now take the opportunity to “spend time consolidating and reviewing our strategy for further growth.”
Driving change
That pause for consideration also comes as the UK Bingo enters another period of flux, with the government’s consultation on the sector currently underway.
Smith was clear on his postion: he advocates responsibility both on the floor and in the decision making boardrooms. “We do support the government and their view of a clear need for a bingo club definition, so disagree with the views of anyone defending the current situation,” said Smith. “This view simply harms the industry and endangers us from getting a solution fit for all. But actual percentage sizes or minimum number seats is a difficult one to land on.”
Urging governmental focus on growth
Whilst Smith is keen to see change delivered that’s fit for the new age, the government too, he argues, must also show a sense of responsibility, notably to industry growth and development.
“Any rules must not overly curtail innovation,” he stated, “and the government’s new guidelines simply cannot be built on ‘traditional bingo’ as more of those sites are closing rather than opening.”
Mike Smith
Progressive play
As such, the progressive lobby, of which Smith is a passionate force, has identified the kind of initiatives that will meet requirements from all quarters. “We suggested 20 percent of floor area is reasonable, with an ‘always-on operation’ – not something hidden away. I think whether seating is fixed or loose bears no relevance. There is also no real need for spacing Bingo and Slots.”
A stronger say
Expressing his hope that the government provides “a common-sense solution,” Smith highlighted a number of other areas in which action by both policymakers and industry stakeholders could make a difference.
“I’d like to see more industry/business figures involved to help the government to create a framework to encourage growth, rather than penalise entrepreneurs who are creating jobs,” he said with a strong sense of conviction.
“I’d also like to see more certainty established in the sector. People hold back investing due to the risk of a wrong move and getting on the wrong side of government changes.”
And he added a familiar call which is echoing around the hospitality sector: “Less tax, too.”
A nod to the past and a turn to the future
On an engagement level, Smith was quick to praise the successes for the industry. “Miles Baron, the outgoing CEO at the BA, has done a tremendous job of getting rid of Bingo Tax. He’s been a very supportive figure for the industry and I wish him well on his retirement.”
But the push forward must continue, he argued. “We also need to see positive movement in other areas.The sector needs government growth incentives that don’t exclude the softer forms of gaming – which should be seen more like entertainment – and the continuing evolution of the Gambling Commission, from policing to helping/advising.”
Meanwhile though, Smith has his hands full on LOL concerns: driving community engagement in the new operation in Sunderland and the small matter of a fifth LOL Bingo on the horizon.
Mike Smith said… “At LOL you can play Bingo anytime, from doors open at 10am to doors close at midnight. You can also play one game or multiple, staying ten minutes or a couple of hours. Bingo games start from as little as 25p. We aim to appeal to the modern-day consumer who can be both time and cash sensitive…
Originally published on Coinslot on June 15, 2026. Republished with permission.