2015 was a make or break year for Gala Bingo. Its 130-strong bingo hall estate was sold, and it became just another commoditised bingo site amongst hundreds of near-identical online brands. This case shows how A focus on long-term growth in a category focused on short-termism drove 56% revenue growth for Gala Bingo between 2015-2019 in an increasingly regulated advertising space. And all this whilst the biggest spender in the category saw only 21% growth, with all other competitors losing ground over the time period.