Tablet Gaming to Bingo Halls
Sunday, 14 April 2013 | Written by Carol Dian
Mecca Bingo-owning Rank Group is making an effort broaden their target market thought the introduction of their first ever purely electronic bingo hall. For a long time, bingo has been seen as an activity for older women, with callers using a slightly cryptic, metaphorical language which is largely incomprehensible by most people.
With constantly evolving technologies, businesses must change with the times in order to stay competitive and survive. The ability to receive high speed mobile internet is changing the way many things are done. As people are becoming more familiar with mobile and tablet computing and the use of applications on these devices is becoming the norm, a move into this sector seems the obvious direction to take. With this is mind, the dominant casino group has decided to capitalise on the evolution of mobile and tablet computing.
Rank Group, which also owns Grosvenor Casinos, is trialling the idea with the hope that it will spark the younger generation’s interest. At one of their gambling venues in Reading, portable computer devices, similar to iPads, are being given to all players allowing their attention to wander without compromising the game. The introduction of these devices allows players to go and get a drink, chat to each other and generally be distracted while keeping up to date with the bingo. Players are able to tap the screen to cross of numbers, and use a ‘catch up’ function if they have missed a few calls.
There is no way that the traditional version of the game, including calls such as ‘unlucky for some’ and ‘two fat ladies’, will be replaced as there will always be people who enjoy the tactile, pen and paper approach to the game. However, Rank chairman Ian Burke believes the modern version of the game will be much more appealing to youngsters on a night out.
Online bingo is definitely booming at the moment, with more and more sites offering online desktop and mobile platforms for playing on the move. This trend is demonstrated by Mecca’s recent figures. Their online business grew by 11% to £30.4 million during the third and fourth quarters of 2012, while revenue numbers in their bingo halls declined by a percent to £115.7 million. Rank group believes that there is a lot of room to capitalise on these emerging markets, and that introducing digital gaming at venues will complement the growth in online bingo.
Until now, younger men would barely consider going out to a bingo hall. However, it is believed that this innovation will open up the market to the 25 to 35 year old male demographic. Burke has also pointed out that it will have the effect of creating a more equal gender mix at bingo games, which is definitely conducive of growth.
Rank Group is controlled by Malaysian company Guoco Group, and recently gained its market dominant status after acquiring 19 of Gala Coral’s casinos for £179 million.
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