Mecca Bingo celebrates venues comeback with brand refresh

Mecca Bingo is looking ahead with a new visual identity and the ambition to redefine the modern-day bingo experience.

The Rank-owned business is aiming to reinvigorate its bingo venues so they are more relevant to contemporary consumer expectations.

Research was recently commissioned by the group into the bingo and leisure market, which revealed the need to reenergise its products.

The study recognised it was essential for Mecca Bingo to create a visual identity that delivered a modern day service, in both digital and retail environments.

This provoked a branding review as an important feature of the makeover, with the aim to design a brand with a vibrant and present-day feel.

Mecca Bingo venues are stretched across the UK from Aberdeen to Plymouth. They reopened today (17 May) as indoor hospitality moved on to the next stage of lockdown easing as part of the government’s roadmap out of Covid-19.

It will be a welcome sigh of relief for the industry, after seven months of enforced closures.

Catrin White, retail marketing director at The Rank Group, said: “We are looking forward to re-opening our venues with a bang. The brand refresh has been created with our customers at the heart and marks the start of a very exciting 2021.

“We recognise that bingo has a massive resonance with the British public, and we want to bring bingo up-to-date, making it relevant and appealing to today’s modern consumer,” she added.

According to Statista, a company that specialises in market and consumer data, main-stage bingo has suffered a steady decline in revenue in the UK since 2010, where it accumulated £712.8m.

Last year in the 11 months before the first lockdown in March, bingo revenue fell to £551.2m.

Mecca Bingo’s brand revival has coincided with its milestone 60th birthday. As part of the celebrations, it will invest in a multi-channel marketing campaign and online promotional offers.