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Mecca Bingo & Rank sees changes pay off

  • 19 Feb 12
  • Written by Deena Chance

altAfter disclosing their figures from the last six months, The Rank Group, owners of both Mecca Bingo and Grosvenor Casino brands, have attributed their modest success to targeting a younger audience across their businesses. They also forecast their drive to attract a younger crowd will drive earnings and brand growth in 2012. In their financial disclosure, reporting on figures back 6 months from December 31st, The Rank Group has seen growth across all three of its casino brands, with particular growth in their Grosvenor Casinos, rebranded as G Casino in an attempt to attract a younger crowd and appeal to more women.

As for Mecca Bingo, Rank saw customers numbers increase by 7% reaching 770,000 in the aforementioned period. It could be that it is time for a resurgence in traditional bingo gaming and Mecca Bingo are leading the way to its success. Operating 98 bingo halls around the country, the Rank Group have worked tirelessly to rejuvenate their premises and game play to attract a wider demographic of clientele.

Specifically aiming to target the under 35’s market, Mecca Bingo have made some serious inroads in attracting new players. In fact, it’s believed that around 65% of members who play bingo at Mecca Bingo are of this demographic proving that the measures put in place are working. Some of the schemes being trialled include later opening hours and games specifically designed for a younger market. These games include the whole After Dark suite which comprises Bin-glo, Rock and Roll Bingo and Poker League. Bin-glo is described as a ‘unique glow in the dark bingo experience’ and Rock and Roll Bingo sees bingo numbers being replaced with song names. It’s clear to see that Mecca Bingo is strongly targeting a younger audience and their financial results suggest it is working.

Despite all the positives, the Rank Group experienced a 3% drop in their shares price, as their results didn’t reach or exceed analyst forecasts. Another point to keep in mind is that the last 6 months of trading was compared to the 6 months previous to that, in which traditional gambling suffered a big hit due to extreme winter weather. However, The Rank Group are more than satisfied with how the new measures are working out and have forecast great things for 2012.

This growth in traditional bingo customers is something we should sit up and take note of, perhaps it is time for a resurgence in community and city based bingo in addition to online bingo gaming. The target audience age of bingo websites is traditionally lower that of traditional bingo halls but they’re slowly getting to grips with the idea that they can attract a younger demographic too. 2012 is looking like an exciting place for bingo.


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