An independent audit has revealed a significant improvement in the customer service provided by UK gambling websites. By embracing technologies such as online chat, and improving accuracy and speed of responses, the 100 UK gambling websites audited have increased their average score from 54% in 2006 to 61% in 2007, outperforming other UK market sectors including online retailers (51%) and broadband providers (54%).

Online Bingo rooms are also adding extra games along side the traditional 90 and 75 ball bingo games enabling players to experience an online casino feel to there playing experience.