Charities benefit from Big Link Bingo in a variety of important ways:

• Financially
  At 13.2 percent for the Link and Late Link as well as 18.5 percent for the Ultimate Link, the Big Link Bingo brand provides a high percentage return on gross revenues for charities and non-profit organizations. This compares with the estimated average of a 9 percent return for charities/non-profit organizations on gross spending through the regular bingo program. Since its inception, Big Link Bingo and its predecessor, SuperStar Bingo, have produced over $37.6 million in revenues for charities and non-profit organizations.

• Testing New Technology
  Part of the original purpose of the first linked game, SuperStar Bingo, was to introduce new technology into bingo halls. The traditional paper-based game was perceived by hall operators and charities as being "stale" with no major changes in the format for decades. The partnership with the Ontario Lottery and Gaming Corporation allowed the industry to test the impact of games based on electronic technology. The research questions include: How do existing players respond/adapt? How are significantly larger prize payouts affecting public perceptions of bingo? How do potential new players react?

• Testing a Strategic Business Relationship
  As the gaming market in Ontario continues to grow and develop, it is important that bingo not be left behind. SuperStar Bingo represented the first attempt within the bingo industry to forge a strategic partnership with an outside gaming provider, in this case, the Ontario Lottery and Gaming Corporation, which can provide up-to-date technology and professional marketing and promotion support. This partnership has proved fruitful and has resulted in the development of Big Link Bingo branding and new games under its name, including Link bingo, Late Link, and Ultimate Link.

• Changing the Image of Bingo
  Big Link Bingo is an important part of changing the public's image of bingo. Strategically, the image of traditional paper-based bingo and small prize payouts has not helped the industry to position itself to be more competitive and, most importantly, to attract new players. SuperStar Bingo, and now Big Link Bingo have helped the industry make a start in the gradual process of changing that perception through the use of technology, provincial mass marketing and promotion, and substantially higher than ever prize payouts are now available through bingo.