Aside from getting a free game of bingo, one of the most important elements of choosing which bingo site to play at is the deposit bonus. A deposit bonus is free money that a bingo site will offer you, when you pay to play bingo online. Most UK bingo sites offer a first deposit bonus (usually around 100%) so if you deposit £10 the bingo site will give you a further £10 to play. Subsequent bonuses may also be offered on all further deposits you make.
Note that this "free bingo money" can't be withdrawn, although any winnings you earn can be! However, do watch out for clauses that may mean you need to deposit more money to claim your winnings.