Bridge is often associated with an older generation of players. There has been a gradual decline in the popularity of bridge – the problem is how to attract the next generation of players. BAMSA has published a new academic paper which identifies types of bridge players, each with their own motivations for playing:
- The self-improver type plays bridge for the challenge, measuring progress and aiming for the next level.
- The competitor wants to win.
- The socialiser participates for the fun of the game and the social element.
- The mind-gamer is fascinated by people and loves to figure out what makes them tick. For them, bridge is another way of understanding human beings.
The paper investigates the stigmas that might deter younger players from taking up bridge. It suggests a new marketing approach for bridge based on the four types of players:
- Education and Intergenerational Learning: Promote bridge’s intellectual and social benefits through education and intergenerational programmes.
- Hybrid and Flexible Formats: Combine online play with in-person meetups to reflect modern leisure habits.
- Inclusive Club Cultures: Balance the social and competitive sides of bridge by ensuring new or casual players feel welcomed alongside more serious competitors.
- Media and Digital Engagement: Create media content that highlights the intellectual challenge and social enjoyment of bridge.
These marketing strategies have the potential to rebrand the image of bridge as a vibrant, intellectually engaging activity. The ultimate goal is to expand the reach of bridge to a new generation of players.
Read the full paper here: Bridging stigma: Marketing the mindsport bridge to the next generation of players
- Click here for a summary of the paper
Many thanks to Fairlie Ruggles from Media Owners for developing resources and images to promote the four player types.