Mention ‘bingo’ to anyone and the first image that will flash into their minds is probably one of old women with blue rinses whiling away the final hours of their life as they wait in vain for their lucky numbers.
But bingo is big business in Britain and the backbone of a multi-million pound industry, a key component in the portfolio of some of the FTSE’s biggest companies. Mecca Bingo is one of three companies in the Rank Group’s ‘gaming’ division, the others being Grosvenor Casinos and the Blue Square online bookies. Boasting over three million members and 120 clubs, Mecca recently launched an advertising campaign designed to make bingo appealing to young women, selling the experience as being escapist and an opportunity to meet interesting and desirable people.
So how does the hype live up to reality?

As part of a course I'm running this year called 'Worst Course Ever - The Simpsons Family Guide to Cultural Studies' I took some of my second year art and design students to play bingo. I thought actually taking part would be far better than reading an academic treatise on it or sitting through a lecture. There was a serious point to the exercise: one of the main focuses of the course is 'everyday culture', and I try to make the point that the things we take for granted are worth studying because they form the everyday backdrop to our lives, and are the primary sites at which we construct meaning for those lives. So off we went. (You can see larger images of the photos here)

Mecca’s website is friendly enough with engaging, trendy graphics and an obvious tie-in to the advertising campaign. But no matter how hard the site tries, the rules of bingo – which you would think are quite simple – come across as overly complicated. In actual fact, the rules themselves are simple enough but the terminology proves to be the biggest problem: ‘Sessions’ (of which there are three, with the third being split into two), ‘pages’ (a number of tickets for the same game), ‘flyers’ (a single page of tickets), ‘tickets’ (a grid of fifteen numbers), ‘sets’ (books and flyers sold together), ‘books’ (a series of tickets for different games), and ‘all in’ (a set of six books and flyers sold together at one price).
Hang on, there’s more: A ‘link game’ is one where several clubs play together; a ‘diamond game’ is played every afternoon Tuesday to Friday with up to a £9,000 prize; and the ‘national game’ played every evening – except Saturday when it’s played in the afternoon as well – in which all clubs play together for £100,000 and up to £200,000 on a Sunday. According to the website, these terms are all you need to know…
Playing bingo isn’t as simple as just turning up on the night. Apparently by law you need to join a club at least 24 hours in advance, so your first game at least needs to be planned in advance. The sign-up procedure is simple enough (I signed up online and a form was posted to me a few days later) and all being well you should receive a membership card (I never did) though your details are on Mecca’s computer so you can play before you get the coveted bit of plastic.
We went on a Thursday night, mainly because it’s free on Thursdays. The Mecca bingo hall in Brighton is situated on Middle Street near the sea front and just off the Lanes district, so it’s easy to get to if you’re based in town but it’s a long way from the large housing estates that probably provide most of its clientele. The hall itself is the former Hippodrome, which started life as an ice rink in 1897 before quickly being converted into a theatre, forming the jewel in the crown of a local music hall empire that, in its heyday and before cinema and TV, was a major form of entertainment in Britain. Before it went the way of most music halls and picture houses and succumbed to the bingo craze, the Hippodrome secured a small footnote in music history when the Beatles played there in 1963, firstly supporting Roy Orbison and then on two occasions afterwards as headline acts.
The hall is an excellent example of the theatre architecture of the period. Mecca’s stained glass frontage lends it an air of the sacred and, indeed, this is very much a temple to fun – although the choice of ‘Mecca’ as the name is a little distasteful given the gambling.
Entering was something of a letdown – a plain white foyer with a faded desk and an equally faded old man who asked for our cards. I noticed, as we entered, that two young women who were looking through some leaflets looked up at the men in our group and seemed to decide they were coming in if we were typical of what was on offer (I exclude myself from that). It’s difficult to describe the feeling of anticipation and nervousness as we walked through the doors into… another hallway. It was like going to an old swimming pool where you can see in to where everyone is having fun but first you need to go through several turnstiles before you’re allowed in. We came to a woman behind another counter that looked like a cloakroom but was in fact the ticket desk. We had been prepared to pay good money to play but it turned out we could each have a ‘free book’ which we took gratefully. But requests for help as first timers were turned down because she was too busy (she wasn’t – we were the only people in the queue) and we were told to ask one of the staff inside.
So eventually we got into the hall itself. The auditorium remains, with ranks of seats reaching up to the high ceiling. Some Mecca halls still host variety nights so it’s possible the seats are used, but if you dared to look up it was quite a sad sight. All the action was taking place on the floor with tables arranged in circles around a central dais. We made straight for the bar, like people gate-crashing a party where we didn’t know anyone. In the background we could hear the caller intoning numbers; it reminded me of an episode of Doctor Who in which the inhabitants of the planet Logopolis manipulate the structure of space by muttering calculations, and although I’m sure I was alone in making that connection I suspect a similar thing was happening here, with hundreds of people literally willing the next number to be theirs. You could feel matter being tranformed as a thousand brains worked together, like some sort of psychic experiment. Or maybe not.
While half our group tried to find somewhere to sit, negotiating the complex minefield of table ownership, some of us opted to buy a drink instead. I made my first mistake by standing behind the people at the bar in the traditional way, only to be told firmly by the old woman in front of me (Phyllis, it turned out) that I had to stand in line. So I did. Lee, who stood behind me, asked the barman if anything was on offer. ‘Only Phyllis’ he said, at which the old woman perked up and eyed Lee up and down. ‘I’ll just have the lager then’ said Lee. ‘No offence’.
We found some seats together and tried to make sense of the game. The caller was firing out colours and numbers in quick succession: ‘blue number forty three red number twelve white number sixty three’ – and on and on until ‘we’ve got a call’ at which point it started again. We were a bit confused as the pages of our books (or were they flyers?) were each coloured differently. Were we supposed to leaf through the book and mark numbers depending on what colour page they were on? Or could we just decide we were going to play one colour per game? After a couple of goes at doing that and realising we were only marking a small range of numbers we realised that, for now, the game was based on a console printed into the table for which markers were available. A slot in the centre enabled us to put money in to play, and we tried a few games without much success.

Then came the ‘national game’ and we got really excited, each of us getting our books/flyers/whatever ready. Until a woman who was sitting near us, and who obviously realised we were bingo virgins, held up her paid-for purple book and told us we couldn’t play this one. So we sat that one out and watched. Someone won but it seemed that the jackpot was only £3.50, according to the massive LED display – unless we were reading it wrong. But £3.50 for a national game jackpot seems a bit low, even for a Thursday night.
The helpful woman put her losing book away calmly and turned to us, nodding. Now we can play! She even lent us some fat ‘Mecca Markers’ – these large felt tip pens are essential as using a biro proved to be a dreadful time waster. How some people can play more than one book at a time is beyond me, but there is a pattern to the way the numbers are arranged, so with practice you must get the hang of it. Each ticket has eight columns; each column is reserved for units, tens, twenties etc up to 69; on each page, all 69 numbers will appear once. So when a number is called you have to quickly scan down the correct column and dab the number before the next one is called – which is almost immediately. I have to admit, the adrenaline starts rushing and it’s not hard to see how the game can become addictive.

Each game is split into three parts. The first part ends when someone gets a horizontal line; the second when someone gets two lines, and the whole game is over when someone gets a full house. At one point we thought we had a winner when Amelia timidly asked if she should ‘call’ when she heard someone else do it, as she had a line too. So she called – but we had to retract it apologetically when we realised she only had one line, and this was for two… So many rules.
The clientele was mixed that night. We were sat a fair distance from the dais near the ‘food court’ (which was closed) but around us was a mix of old people, young women, couples, people on their own or in groups, and a few families (or at least mothers and daughters). Most, if not all, appeared to be working class.

The atmosphere was quite tense, which I found intimidating. If our neighbour hadn’t taken pity on us and explained the rules (in the short gaps between games) I don’t think we would have played at all, and there was no way we could stop a member of staff and ask as they were constantly running back and forth checking claims.
Within a few minutes it was all over – we’d played our last page and the caller declared the first half of that night’s session over. People started to leave but a few remained for another national game (the caller asked those leaving to be quiet out of respect for those staying and it reminded me of the last lesson of the school day when everyone leaves except the poor souls in detention).
So we got up and left as well, repairing to the pub on the other side of the road to recover.
All in all, an entertaining and educational evening – far more so than simply reading about bingo in an attempt to understand it. Amelia seemed most touched by the experience, mentioning how everyone there seemed to be mesmerised as they stamped their sheets with their pens in response to the caller’s voice, like a preacher proclaiming over the tannoy. It seemed to underline the Frankfurt School’s criticisms of mass culture as a pacifier – something we are given to do by those in control in order to keep us happy and undemanding. And certainly if you look at Rank’s web site (www.rank.com) it is a large company telling its shareholders how well it’s doing – that’s its primary concern, though trading as Mecca it tells its vastly different customers that it is there as some sort of service for entertainment and leisure. I don’t know – it’s easy to be cynical, and to adopt a lofty educated opinion, bemoaning the fact that people are content to gamble away what little money they have in return for the short-lived rush of adrenaline. For the young women in the advertising campaign, bingo is sold as a way of catching up on the gossip and of meeting fit young men; but in the sheer frantic nature of the half hour or so we were there, I couldn’t see much opportunity for anything other than willing my numbers to come up.