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Changing face of bingo

"With dedicated 'student nights' and online bingo soaring, the industry's attempts to update its image, with celebrity endorsements by the likes of Denise Van Outen and Catherine Zeta Jones, appear to be paying dividends.

"More than 8.5 million people played bingo last year, and the most recent statistics show a rise of more than 15% in younger players. Nearly half of players are now under 45, according to the Bingo Association. advertisement

"Elsewhere, newly released figures show 51,000 women under the age of 35 play bingo online.

"...While figures suggest a growing interest in bingo among younger people, the industry is still forced to pull in two directions simultaneously - keeping the loyal middle-aged and OAPs that form its heartland happy, while also attracting the young trendy players it needs to remain viable.

"...The view that bingo is the preserve of elderly docile ladies irritates the industry. Anyone who has tried 'dabbing' six cards filled with numbers read out at high speed knows the game is not for the faint-hearted. Indeed, research has shown it improves mental agility.

"...But while the game - which has been hard hit by the smoking ban - may continue to tempt growing numbers of younger people with its quirky delights, the industry believes its biggest battle is the 'unfair' tax system. While bingo is gambling-lite it remains the most heavily taxed of such pursuits..."

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