The best in the business

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					BINGO LINK
The only magazine produced for the UK bingo industry
Through the letterbox                                                     Tickled pink
                                                                                                                                                 Issue 68 January 2005
                                                                                                                                                           Watch the cash
Making the most of direct mail                                            2004’s fundraising fun                                                             Is your system safe?



The best in the business
                                                                                                                                                            is a great opportunity to get
                                                                                                                                                            journalists and broadcasters
                                                                                                                                                            inside a club, to see how
                                                                                                                                                            bingo really is. In 2004 we
Bingo Caller of the Year is now 10 years old and in this                                                                                                    did particularly well with
celebratory year Mandy Gargan, from Flutters in Coalville,                                                                                                  media coverage, with a
has become the first woman to take the coveted title.                                                                                                       number of local television
Competition organiser, Gloria Pattinson, tells us about                                                                                                     news channels covering
the 2004 event and the long road to the National Final.                                                                                                     each Regional Final. The
The search begins in April      Steve Baldwin, Marketing                                                                                                    support of the hosting club
when entry forms are sent       and Communications                                                                                                          manager and team is vital to
to all National Bingo Game      Manager of the NBGA, and                                                                                                    the success of each event,
member clubs. Before the        myself. Following an                                                                                                        so for 2004 we introduced a
final in November there are a individual interview session                                                                                                  special award for the club
lot of callers to see, miles to with the judges, the callers                                                                                                that hosted the best Regional
cover and five Regional         then perform on stage and                                                                                                   Final. Each was assessed on:
Champions to find.              call a game. We look not                                                                                                    G How well they
   Ten finalists from each      only for a great bingo                                                                                                      communicated with the
region are chosen to submit     caller (voice, clarity and        Bingo Caller of the Year 2004, Mandy Gargan from Flutters in Coalville, Leicestershire    organisers in setting up their
a video tape of themselves,     consistency), but also            Swansea, for the Welsh final,                  the Regional Finals took in                Regional Final.
after which the judges select someone who can hold                hosted by Mecca Bingo in                       Paradise Island Bingo Club                 G What special efforts they
five contestants to attend each an audience and has the           Carmarthen Road. We then                       in Liverpool and Carlton                   had made to make the club
Regional Final, along with the potential to become an             moved on to Shipley’s Bingo                    Bingo in East Kilbride.                    look really good on the day.
defending Regional Champion. ambassador for bingo.                Club in Weoley Castle,                           Each Regional Final is an                G What they did to make it
   Our Regional Final judges      We began our Regional           Birmingham, rapidly followed                   event in its own right and is              a great day out for visiting
for 2004 were Mike Vyse,        Finals in September, in Mike      by Gala Bingo in Milton                        promoted in advance to local               players from other clubs.
Bingo Caller of the Year 2003; Vyse’s home town of                Keynes. The second leg of                      newspapers and television. It                           Continued on Page 5




It’s back – bigger, better and with more chances to win!
Get ready for Ground Shaker 2
Following the success of        four weekly live draws.           April. The prize fund for                      win £100,000 to
last year’s Ground Shaker       Ground Shaker 2 will follow a     the promotion remains a                        share with all members                     and 100 clubs will each then
promotion in April, it’s        similar format but with some      staggering £1.43 million, with                 present on the night and a                 go on to win £1,000 each, to
back by popular demand.         exciting new twists, which will   £110,000 to be won on each                     further 10 clubs will go on to             be won in club.
The original promotion made     create more winners.              of the first three draws and                   win £1,000, to be awarded to                 The live aspect of the
four clubs and 1,276 bingo        D-day for GS2 is 26 March       £1,100,000 to be won in the                    one player in each club. On                promotion with all 512 clubs
players very happy by sharing   2005, with draws taking           final week. On each of the                     the final week one lucky club              playing against each other
out over £1.4 million through   place on 2, 9, 16 and 23          first three weeks one club will                will win £1 million to share                          Continued on Page 8




                                    Win a nostalgia edition Monopoly set see page 6
                                                                                    news
The National Game                                                             Home bingo DVD game is a
Quarterly news and update from Chief Executive, Paul Talboys


Happy New Year to you all! The final
                                                                              stocking filler favourite!
                                                                              The NBGA’s first DVD game,        The DVD, produced in                       them to the fun and
quarter of 2004 went by in a flash,                                           Bingo Party, proved to          association with Imagination                 exhilaration of bingo in their
with two very successful £500,000                                             be one of Woolworths’           Entertainment and hosted                     own home. Clearly, from
special games, an amazing Bingo                                               top sellers during the          by Bingo Caller of the Year                  recent sales figures, club-
for Breakthrough week, a new Caller                                           Christmas period.               2003, Mike Vyse, has been a                  bingo players and non-bingo
of the Year, new DVD game, a pilot                                                                            surprise hit for Woolworths,                 players have all been buying
magazine for players and a new                                                                                currently the exclusive                      Bingo Party. It looks like many
Gambling Bill.                                                                                                retailer of the game.                        UK households will have
   So far, 2005 looks like it won’t disappoint either and at                                                    Sarah Tremeer of                           enjoyed a game of Bingo
the time of writing there was still much debate about the                                                     Imagination Entertainment                    Party on Christmas Day.’


                                                                                                                                                                                   
final content of the new Gambling Bill. The first National                                                    said, ‘We have known for
Game promotion of 2005 will be our Mother’s Day                                                               some time how exciting
£500,000 game, which takes place on 6 March, due to                                                               bingo is in clubs                        2005 Diary
Easter being early. This will be followed by the start of                                                            and we wanted to
Ground Shaker 2 in clubs on 26 March. Promotional                                                                     spread some of that                   25-27 January
press and television advertising for this is scheduled to                                                             excitement to non-                    ATEI Earls Court
begin around 19 March. However, both our £500,000                                                                    players by introducing                 www.ateionline.co.uk
game and especially Ground Shaker 2 will be promoted                                                            Bingo Party recreates all the fun           February
in the second issue of our pilot magazine Eyes Down.                                                            of bingo in your own living room
                                                                                                                                                            Eyes Down – Issue 2
While there will be point of sale material to support both
                                                                                                                                                            The Ground Shaker issue!
activities, Eyes Down will give far greater detail and look
back at the clubs and some of the players who won last                                       Competition                                                    6 March
year’s Ground Shaker. As our marketing budget is                                Sadly missed winners                                                        NBGA £500,000
                                                                                                                                                            Mother’s Day Game
stretched to the maximum by Ground Shaker activity,
it is important that all clubs make the most of the                             Many Bingo Link               The lucky winners of the
                                                                                                                                                            26 March
                          materials provided by the NBGA.                       readers will remember         Christmas Party Packs in last                 NBGA Ground Shaker 2 starts
                                Good luck with these                            Alan Maxwell, former          issue’s competition, kindly                   Draws on 2, 9, 16, 23 April
                               promotions and thank you                         Senior Game Controller        provided by Novelties
                               in anticipation for your                         and a founder member          Galore, are M Graves,                         9 June
                               support and cooperation.                         of the Feltham based          Opera Bingo, Workington;                      Bingo Association and National
                                                                                Game Control. Sadly,          James Allan, Quayside                         Game AGMs
               National Bingo Game: key statistics
                                                                                Alan passed away on 4         Bingo, Lossiemouth and                        QEII Conference Centre,
 Total prize money since the game began                        £813,130,938
 Total prize money played for in 2003                           £47,609,212     August 2004, following        Karen Sylvester, Mecca,                       London
 Total prize money played for in 2004 to end November           £46,583,614     a battle with cancer.         Doncaster. We hope that all                   If there are any events
                        Biggest games for 2003                                  He will be greatly            three winning clubs will enjoy                that you think readers
 Sunday 23 November with ticket sales of                           £830,445
                                                                                missed by his friends         making good use of their                      should know about,
 Sunday 27 April with ticket sales of                              £825,523     and family.                   packs with their customers                    please drop us a line
                  Biggest games to date for 2004                                                              over the Christmas season.
 Saturday 8 May with ticket sales of                              1,180,644
 Saturday 17 April with ticket sales of                             962,292


                                                                              Bingo in                         Number of press hits by month
                                                                                                                                                    July            August         September
BINGO LINK is published by The Bingo Association,
Lexham House, 75 High Street North, Dunstable,
Bedfordshire LU6 1JF.
                                                                              the news                        Consumer magazines
                                                                                                              Electronic media
                                                                                                              National papers
                                                                                                                                                     4
                                                                                                                                                     3
                                                                                                                                                     4
                                                                                                                                                                     2
                                                                                                                                                                     0
                                                                                                                                                                     8
                                                                                                                                                                                      8
                                                                                                                                                                                     17
                                                                                                                                                                                      9
Tel: 01582 860921. Fax: 01582 860925.                                         The summer months are           Regional dailies/weeklies             98              97              174
Email: bingolink@bingo-association.co.uk                                      traditionally quiet times for   TOTAL                             109               107               208

Editor Steven Baldwin                                                         media activity and bingo is
                                                                              no exception, with July and     Bingo for Breakthrough                       attracting media coverage.
Produced by Axon Publishing Ltd, 11 Plough Yard, London EC2A 3LP.             August only delivering 109      reminders and the Regional                     The star performing region
Tel: 020 7684 7111. Email: mail@axonpublish.com
                                                                              and 107 hits respectively.      Finals of Caller of the Year                 in quarter three of 2004,
Reproduction in whole or part strictly prohibited without the
permission of the publishers. Views expressed are not
                                                                              However, September              2004. This change in the                     grabbing the lion’s share of
necessarily those of The Bingo Association or Axon Publishing                 bounced back and delivered      amount of coverage shows                     coverage, was Scotland, with
Ltd. Prices and information correct at date of publication, but               a huge total of 208 hits, as    how important such industry-                 West Midlands coming top for
subject to change.
                                                                              media started picking up on     wide activities are for                      both August and September.




                                                                                           2
                                                                                news
Gala scoops customer                                                                                           New appointment for Rank Group
                                                                                                               Rank Group Gaming Division has announced the
                                                                                                               appointment of Steve Johnson as Divisional Property and


service award double                                                                                           Development Director. A seasoned professional with more
                                                                                                               than 12 years’ industry experience, Johnson was most
                                                                                                               recently Director of Construction and Design at Safeway
Gala Group was the only company to                                                                             Stores. David Boden, Divisional Managing Director, said,
receive two awards at the prestigious                                                                          ‘This appointment is evidence of Rank Group Gaming
National Customer Service Awards, held                                                                         Division’s continued commitment to the UK gaming
at London’s exclusive Grosvenor House.                                                                         market. Johnson has the experience to capitalize on the
  Triumphing over 1,800 applicants from                                                                        market opportunity in the UK following the imminent
271 companies, Pat Brown, who has worked                                                                       deregulation and positively impact on our business.’
for Gala Bingo in Nottingham for 32 years,
won one of the main awards of the night –
The Lifetime Achievement Award – and                                                                          Top Ten fury in Furness
Gill Lucas, Gala’s IT support manager and                                                                     Customers at Top Ten Bingo        don’t bother telling me to pop
her team were awarded the Back Office                                                                         in Barrow in Furness downed       along and try it for myself. I
Customer Service Team of the Year Award.                                                                      their dabbers and picked up       won’t. And anyway I haven’t
Unfortunately Pat was unable to attend on                                                                     their pens to air their views,    got a shell suit.’
the night, asking Eric Howell to accept the     Eric Howell collects Pat Brown’s Lifetime Achievement Award   following a vitriolic attack on     The paper later printed two
award on her behalf.                            service to both our internal and external                     their favourite game by a         full pages of letters from
  Neil Goulden, Chief Executive of Gala         customers. We congratulate our award-                         local newspaper columnist.        indignant players, along with
Group said, ‘Two National Customer Service      winning staff and look forward to future                        Suzanne Murphy slated           a cartoon of Ms Murphy.
Awards is a tremendous achievement and          accolades in this very important arena.’                      both the game and its fans in     The customers’ letters also
I was very proud to be at Grosvenor              The National Customer Service Awards,                        her ‘She knows life round         produced further coverage
House with the Gala Team. Customer              established five years ago, promote                           here’ column for the North        and comment from a fellow
service is of vital importance to Gala and we   excellence, best practice and innovation in                   West Evening Mail, ending         journalist on the paper. Never
continuously strive to provide the very best    Customer Service and Consumer Affairs.                        with ‘Bingo is boring. Please     underestimate player power!
                                                                        news

Keeping a secure lid on things                                                                                                      The Easter
                                                                                                                                    parade
Bingo club operators are          much easier for a robbery to      ‘The Flip-Lid SK solution      cash room, signed for by the     Easter is very early this year,
no strangers to the issue         be planned. Usually these       provides a number of             cashier and taken to the book    just ahead of the Ground
of security. Stories of club      take the form of ‘smash and     benefits. This small compact     sales counter in a locked        Shaker promotion, and
robberies appearing in the        grab’ attacks.                  unit has a secret “blind” slot   state where, once in place, it   we are reliably informed
media act as a regular                                            in the cash drawer, into         can be unlocked and used.’       by ACE Toys Managing
reminder should this vital        Under lock and key              which excess banknotes can                                        Director Andrew Hempsall
consideration slip down           ADH Cash Systems, a             be placed by the cashier         Providing peace of mind          that there will be a colourful
the list of priorities.           supplier of cash handling       using the till without the       The added security and           collection of seasonal
  Frequently, one of the most     products to the bingo           knowledge of any customers       control that a removable and     bunnies, chicks and ducks
vulnerable areas for many         industry, was approached by     who may be present at the        lockable drawer facility         on show. The company
clubs is that of book sales.      one of its customers about      counter. The banknotes fall      provides also creates further    has also been chosen to
Being at the front of many        the issue of cash security at   into a secure note cassette      benefits in helping both staff   supply this year’s Bingo for
clubs it can, in certain          book sales. They asked if       contained in the secret blind    and management feel more         Breakthrough toy and I am
circumstances, provide            there were further measures     slot, which is locked in place   at ease with cash handling       sure we are all looking
a potential opportunity for       that could be put in place to   by a high security barrel type   as the process is less open      forward to seeing how ACE
robbery. Many book sales          help secure this area of a      lock and key.’ Adrian            to manipulation.                 will use its expertise.
counters have old style           club. After considering the     continues, ‘Because the            Such has been the
wooden drawers and a slot in      issue carefully, Adrian         system is similar to a           success of the flip-lid
the counter in which bank         Horsley, Managing Director      standard retail cash till, it    units trialled that the
notes are periodically placed     of ADH Cash Systems, and        also offers the facility to      operator is now
to fall into the drop box.        his team suggested the use      remove the coin and note         specifying the unit
This system is not only           of a flip-lid cash facility,    drawer from the unit in a        as the preferred
cumbersome and obtrusive          called Flip-Lid SK, which       locked state. This is very       solution in club
but is also easily seen by        would also be less obtrusive    important as it allows till      refurbishments and
visitors to the club, making it   at the book sales counter.      floats to be made up in a        new-build sites.
                                                                              news
The best in the business
   Continued from Page 1            was then invited to London
                                                                         Caller of the Year 2004
G How well they looked after for the National Final on                   Welsh Regional Finalists        Kidderminster                    Matt Adlington Gala,
visiting players and judges.        Sunday 28 November, where            Colin Baker Castle Club,        James Kavanagh Mecca,            Scunthorpe
G The general cooperation           they stayed at the Thistle           Canton, Cardiff                 Acock’s Green, Birmingham        Patrick Bowler Gala,
                                                                         Mike Broad Castle Club,         Barbara Miller Mecca,            Morecambe
and welcome given by the            Tower Hotel, overlooking
                                                                         Bridgend                        Gloucester                       Gary Walker Mecca, Hull
club and staff as a whole.          Tower Bridge. The judges                                             Peter Winterton Gala,            David Freeland Empire Club,
                                                                         Terry Whitelock Empire Club,
  While all hosting clubs work were joined by Paul Talboys,              Neath                           Wednesbury                       Blackpool
hard for these events, in           Chief Executive of the NBGA          ‘Will’ Willard Mecca,
2004 it was the Carlton Club and Don Carrier, our special                Cwmbran                         South Regional Finalists         Scottish Regional Finalists
in East Kilbride that went the guest judge. The editor of US             Peter Lewis Castle Club,        Melanie Ceazar Gala, Enfield     Peter Maling Mecca, Leith
extra distance, winning the         bingo players’ newspaper             Newport                         Mike Barnes Leo Leisure,         James O’Kane Gala,
Best Regional Final award.          Bingo Bugle, Don has been            (There was no defending         Eastleigh                        Glenrothes
                                                                         champion as Mike Vyse, the      Brett Hyrjak Gala, Bognor        (defending champion)
  Having started with 100           involved with the competition
                                                                         then current Bingo Caller of    Regis (defending champion)       Johnny Hanselman Mecca,
entries in April, by early          since it started and is the
                                                                         the Year, was a judge)          Jim Miller Mecca, Kilburn        Ayr
October we were down to             friendly face that winners see                                       Miranda Steeples Deluxe          Sandy Forbes Carlton,
just five regional champions: on their trip to Las Vegas.                Midlands Regional Finalists     Club, Eastbourne                 Fraserburgh
Peter Lewis, Mandy Gargan,            The night before the final         Kelvyn Davies Gala, Fenton,     Ricky Denton Mecca, Wood         Gordon Barr Gala, Falkirk
Ricky Denton, Alan Stockdale all the judges, organisers,                 Stoke on Trent (defending       Green, London                    Graeme Garioch Mecca,
and James O’Kane. Each of           contestants and their                champion)                                                        Aberdeen
them, plus partners,                      partners got to know           Mandy Gargan Flutters,          North Regional Finalists
                                                                         Coalville, Leicestershire       Alan Stockdale Gala, Carlisle Regional Final
                                          one another over a
                                                                         Andrew Healey Shipleys,         (defending champion)          Best Host Club
                                          gala dinner. The 2004
                                           National Final, hosted
                                           by Breakfast TV’s
                                           Fiona Phillips, was          front of cameras. It’s then on   has ever happened to me. I       impressed with the Beacon
                                            held at Beacon Bingo        to more familiar territory, as   thought being a judge would      Club. ‘The standard of bingo
                                            club in Cricklewood,        they call a game. Following a    be much easier but the final     clubs in the UK is amazing,’
                                             London and more            short break, the judges make     scores were all very close.’     he said. ‘Most of our bingo
                                             than 1,000 avid fans       their final decision. As Mandy     Mandy’s prize is a week for    halls don’t have the same
                                             turned out to support      Gargan was announced             two in Los Angeles and Las       level of luxury and comfort.’
                                              their favourite caller.   Bingo Caller of the Year 2004    Vegas, with trips to Hollywood      As Mandy joins bingo’s
                                                 Prior to performing    by NBGA Chief Executive          and Disneyland, plus £500        Hall of Fame – with a special
                                               on stage each            Paul Talboys, her supporters     spending money. She will         place as the first female
                                               contestant is tested     erupted, closely followed by     also have the opportunity to     winner – we are getting
                                               on their ability to      the rest of the club.            call bingo at the Suncoast       ready to do it all again! So
                                                think on their feet       Outgoing champion Mike         Casino in Las Vegas, where       if you know someone worthy
Mandy is the first female winner in by being put through a staged       Vyse said, ‘Winning this was     she will be greeted by Don       of 2005’s title, look out for
the competition’s 10-year history   hostile media interview, in         one of the best things that      Carrier, who was mightily        the entry forms in April.




G2E attendance climbs
Attendance figures for 2004’s      increase of 7 per cent on            to the consistently high         comprehensive set of tools to
leading industry trade show,       2002’s figures.                      quality of senior buyers and     compete – and succeed – in
G2E, exceeded 2003’s                 The number of exhibitors           sellers who attend our event,    this industry.’
turnout by 10 per cent.            at G2E also substantially            but to G2E’s unique ability        Fahrenkopf’s claims of
According to data from show        increased in 2004, with 705          to keep pace with the rapid      world leadership for the show
organizers Reed Exhibitions        companies exhibiting in              expansion and diversification    are supported by growth in         G2E 2005 is scheduled for
and the American Gaming            259,700 square feet of               of our industry. Food and        the number of exhibitors from    13–15 September, at the Las
Association (AGA), 25,018          exhibition space, a 16 per           Beverage at G2E and other        outside the United States        Vegas Convention Center
industry professionals             cent increase in space on            new additions made G2E           and some 4,300 international     with the G2E Training &
attended last year’s event at      last year.                           2004 a true reflection of        attendees from 107 countries,    Development Institute taking
the Las Vegas Convention             Frank J Fahrenkopf Jr,             the developments and             including Australia, China,      place on 12 September.
Center. The increase is            President and CEO of the             trends shaping the industry.     Germany, Italy, Jamaica,         G For more information
larger than that experienced       AGA said, ‘The growth of             No other event in the world      Japan, Mexico, Russia            about this year’s show, visit
in 2003, which saw an              G2E this year points not only        gives attendees such a           Taiwan and Venezuela.            www.globalgamingexpo.com




                                                                                     5
                                                                    news
                                                                                            Last call for
A classic with a twist
Monopoly continues to be an ever-popular board game, reporting
                                                                                            local bingo star
                                                                                            One of the North West’s
good sales during the recent Christmas period. As a brand it is one                         greatest talents has left his
of the most well known in the world and has developed and grown,                            town of Huyton and bingo
not only delivering country specific versions of this world-famous                          far behind him, as he
game, but also tying in with current trends to produce special editions such as             heads out for the bright
Star Wars, Coronation Street, The Simpsons and its latest offering, Shrek. The brand        sunshine of Tenerife.
has also been extended to machine games and includes a very successful range of               Steve Linder, Manager and
AWPs from Mazooma. There is even a UK based website (www.monopoly.co.uk)                    Bingo Caller at Buckingham
dedicated to all things Monopoly!                                                           Bingo, Poplar Bank, has
 To celebrate the success of this classic, which has been with us since 1935, in both its   moved on after over 28 years
new and traditional forms, we are offering three Nostalgia Editions of the game to three    in the business and with the
                                         lucky Bingo Link readers.                          coveted title of Bingo Caller
                                                                                            of the Year under his belt.        Steve won Bingo Caller of the Year in 1999
                                        For your chance to win, simply complete the           Steve, who is a dab hand
                                        Bingo Link competition entry form, or put your      at his job, fell into calling by   fresh challenge, a more
                                        club name, address and your name on an              accident all those years ago.      relaxed lifestyle and some
                                        postcard, and send it to:                           He explains, ‘I was working        more sunshine.
                                                                                            as a hotel manager and did           John Anderson, Operations
                                           Monopoly Competition, Bingo Link,
                                                                                            some temping work in a             Manager for Buckingham
                                           Lexham House, 75 High Street North,
                                                                                            bingo hall for six weeks           Bingo, said, ‘We were sorry
                                           Dunstable, Bedfordshire LU6 1JF
                                                                                            while my hotel was being           to see Steve go. He has
                                          G All entries must be received by                 refurbished. The rest of it is     been a great manager and
                                            18 February 2005. Winners will be               history!’ Having worked at         bingo caller and will be
                                            notified in writing and announced in            Buckingham Bingo for the           sorely missed. He won’t
                                            issue 69 of Bingo Link.                         past eight years, Steve says       be easy to replace as he
                                                                                            he is looking forward to a         is extremely talented.’
                                                                      news

Read all                                                                                       Gambling bill update
                                                                                               The Gambling Bill has been making rapid progress


about it!
The first issue of the new NBGA
                                                                                               through the House of Commons, and has been set an
                                                                                               ambitious target of finishing its deliberations by mid
                                                                                               January, at which time it will transfer to the House of
                                                                                               Lords. There has been a significant shift in policy on
magazine, Eyes Down, rolled off the                                                            casinos, with only eight additional large and small
presses in November last year and initial                                                      casinos, plus eight regional casinos now proposed.
feedback has been very positive.                                                                 Several MPs have actively supported bingo in Committee
  Creating a new magazine is never easy,                                                       stage, with the Opposition tabling a number of amendments
and we tried to meet the needs of players                                                      addressing issues of concern. Some of these were to
and operators alike. However, Issue 1 was                                                      clarify a particular point, or to secure assurances from
marred by the inclusion of an advertisement                                                    Government, and we have been successful in achieving
promotion that made unreasonable use                                                           this on a number of them. We have confirmation that
of premium rate numbers. This caused                                                           clubs playing the National Game will not require a remote
concern for a number of operators and                                                          bingo licence and that the remote licence fee and
their members. As a result of this, in future                                                  application procedure for those playing link bingo will be
issues such promotions will be vetoed                                                          kept to a minimum. The Government has confirmed there
and the NBGA has expressed regret that                                                         is no intention to restrict the number of MCB playing
this one slipped through.                       Dunstable, Beds LU6 1JF or email               positions and that premises licence conditions should not
  Eyes Down is a very cost-effective way for    eyesdown@nationalbingo.co.uk. Issue 2,         contradict or override operating licence conditions.
the bingo industry to communicate, to players   which is due out in February, will contain a     The Association will monitor the Bill closely and press
and potential players, all that’s new and       host of player information on Ground Shaker    for changes to remove bingo door supervisors from any
exciting about its product. If you have any     2 – something all your players will want to    requirement to register and to ensure that admission
ideas or comments please send them to           know about! They can also check the            charges are not included within the definition of participation
Eyes Down, c/o The National Bingo Game,         National Game Winners’ list to see if their    fee. For updates, check www.bingo-association.co.uk.
Lexham House, 75 High Street North              club has been a lucky hot spot.
                                                                              news
Get ready for Ground Shaker 2                                                                                her winnings total £24,000. In
                                                                                                             addition, her mum and dad
                                                                                                             were also in the club on the
                                                                                                                                              night of the win very clearly:
                                                                                                                                              ‘I didn’t sleep at all that night,
                                                                                                                                              I was too hyper,’ she said.
    Continued from Page 1                                                                                    winning night.                   ‘It was like a dream. I didn’t
creates a fantastic feeling of                                                                                 Lorraine’s husband James       really believe it until I was
excitement in-club. We talked                                                                                was babysitting on the           given the cheque, then it was
to some of last year’s winners                                                                               winning night for their two      like it happened all over again.’
to see how they felt.                                                                                        sons, Keiran, seven, and            Lorraine and her mum and
                                                                                                             four-year-old Nathan. She        dad had a total of seven
Gala, Slough                                                                                                 said, ‘The youngest didn’t       vouchers between them for
Gala Bingo in Slough was                                                                                     understand about the win         the 10 individual prizes, but
the first club to feel the jolt                                                                              but Keiran immediately           the winning ones were both
of the Ground Shaker, with                                                                                   asked for football boots!’       from Lorraine’s batch.
Mrs Anne McMahon, a                                                                                            Lorraine started playing          Ground Shaker 2 will
                                The jubilant scenes as last year’s Ground Shaker hit in Penrith
club regular, winning the                                                                                    bingo as soon as she was         enable more clubs than ever
individual draw prize of        where Mrs Christine Morris                    59-year-old housewife was      old enough at 18 and goes        to share in the excitement of
£10,000. The 55-year-old        won the individual draw prize thrilled to win and has kept                   three times a week with her      winning! As with last year’s
import/export clerk said,       of £10,000. The 53-year-old                   the money for a rainy day.     mum and dad, Mary and Joe        promotion there will be
‘I was always happy just        mother of two has been a                                                     Kersse. They also won £4,000     television advertising and
playing bingo and even if I     bingo player for several                      Mecca, Leith                   each, plus Joe had won £50       point of sale material to
won just £20, it was a bonus. years and plays three or four Mecca Bingo in Leith was                         earlier on in the evening.       support the game. As we
I never dreamt it would be      times a week at the club. ‘I                  where the big one hit.         They shared all the winnings.    get closer to the start of the
me.’ Anne shared her good       still can’t believe my luck!’                 Lorraine Fallon, who was in      Lorraine has since bought      promotion, more information
fortune with her friend and                                                   the club on the winning night, herself a new car and a few      will be sent directly to clubs,
bingo buddy Sylvia Caley.       Alhambra Club, Penrith took a £4,000 share of                                treats for the children. ‘We     with a managers’ briefing
                                Penrith’s Alhambra was next the million and was then                         have saved a lot so that we      document being sent ahead
Gala, Wigan                     to feel a tremor with Mrs                     fantastically lucky to go on   can move out of our flat into    of the delivery of point of sale
Second in line was another      Joanie Laing taking the                       and win not one but two of     a house with a garden for the    material. So, will the earth
Gala club, this time in Wigan, £10,000 individual prize. The the £10,000 prizes, making                      boys.’ She remembers the         move in your club?
                                                                                        news
Another fantastic success!
Bingo for Breakthrough 2004 took                  record amount of press coverage for            goes to Mecca, Cwmbran; Gala,
place last October, during Breast                 bingo and Breakthrough, including              Bexleyheath and Gala, Kingsbury
Cancer Awareness Month, with the                  features in The Sun, Woman’s Own,              Road for their amazing efforts.
aim of raising an ambitious £500,000              Take it Easy magazine and The Daily              Gala, Hanley wins the Outstanding            Bingo in Lossiemouth – again.
for Breakthrough Breast Cancer.                   Star’s Take 5 magazine. There were             Fundraising Award with a country-              Runners up were Mecca, Glasgow-
A record 401 clubs showed their                   also plenty of stories, features and           wide record of £8,504.64, but the              Forge III, with £6,623. Well done
enthusiasm and really ‘pinked’ it up              pictures in local papers, which is             most generous part of the country,             to everyone for your dedication to
in-club by sporting their Bingo for               always important for your club’s               with an average donation per person            making Bingo for Breakthrough 2004
Breakthrough T-shirts and crazy pink              immediate market place.                        of £4.94, turned out to be Quayside            such an incredible success.
wigs. This year’s cuddly Bobbie the                 Discussions are already underway
Bingo bear went down a storm with                 for 2005 and how we can get better
members and he even got to sit in                 acknowledgement for the great work                                   A LETTER FR
Johnny Vaughan’s chair when he                    taking place in the bingo industry!               Dear Clubs                    OM LAURA
paid a visit to radio station Capital
FM to promote Bingo for                           Fundraising award winners                        I was amazed
                                                                                                                    to hear about
                                                                                                   that were stag                     the fantastic fu
Breakthrough! And the pink-tastic                 It was a difficult decision but in the                           ed during Bing                      ndraising idea
                                                                                                                                     o for Breakthr                    s and events
dabbers sold out in most clubs                    end the Extra Mile Award went to                 chest waxing,                                     ough 2004. Th
                                                                                                                   car washing,                                       ere was
                                                                                                  cycling, gung                     pink parties, 10
before the week even got underway!                Walkers Bingo, Tunstall who staged                             ing, cheeky ca                       km walks and
                                                                                                                                   lendars, cros                      runs, non-stop
                                                                                                  production an                                   s-dressing, a
All in all it was a record breaking               a 10-hour sponsored sports day,                                d much, muc                                     musical
                                                                                                                                 h more!
success with clubs raising a                      plus a fancy dress party and a
                                                                                                  Club staff mad
staggering £510,000!                              pyjama party. Special mention also                              e sure that th
                                                                                                 wearing the cr                   e bingo indust
                                                                                                                 azy pink wigs                     ry went all ou
  The week also generated a                                                                                                       and putting on                  t pink by
                                                                                                 sparkly pink rib                                   the glitz with
                                                                                                                  bons.                                            Breakthrough
                                                         Not content with making an entire                                                                                       ’s
                                                         outfit from pink wigs, Sacha Davies
                                                         from Mecca Bingo in Blackwood even     I would like to
                                                                                                                thank all clubs
                                                          painted herself pink to raise money   support and de                     and bingo play
                                                                                                                 dication durin                     ers for their wo
                                                                                                sent me the fa                   g the week. Th                       nderful
                                                                                                                bulous photog                      ank you also
                                                                                                                                 raphs of their                   to those who
                                                                                                     great to see th                             hair-raising ev
                                                                                                                      at you all had                              ents. It was
                                                                                                     sure your mem                     so much fun
                                                                                                                      bers had a gi                   in the proces
                                                                                                                                      ggle! A huge                   s and I’m
                                                                                                    for being so br                                  ‘thank you’ to
                                                                                                                    illiant!                                         all of you

                                                                                                     With thanks an
                                                                                                                    d warm wishes



                                                                                                    Laura Jones,
                                                                                                                 Breakthrough
Colin Bell, Assistant Manager at Gala                                                                                             Breast Cancer
Bexleyheath, gets gunged! The club even
put on their own production of Grease!




What’s in store at ATEI 2005
The 2005 Amusement Trades                 represented, it has something        Extreme Gaming, GamesNet,            operators, the exhibitor list
Exhibition International opens            for everyone.                        Impulse Gaming, Maygay,              boasts some of the best
its doors at the Earls Court                ATEI will have no fewer            Mazooma, Project, Red                names in the business,
Exhibition Centre on 25–27                than 70 gaming machine               Gaming, Thomas/CMS and               including UK bingo
January. Along with its co-               manufacturers, with a further        Vivid Gaming. Supporting the         specialists Cowells Arrow,
located sister show, the                  40 at ICE, showing many new          manufacturers will be the            Edward Thompson Group,
International Casino                      products for the bingo sector:       UK’s leading distributors,           Gamingking and Syndicate.
Exhibition, ATEI looks set to             lo-tech and hi-tech AWPs,            AMR Amusements, Belgravia            There is also representation
welcome over 20,000 visitors,             SWPs, Jackpot Machines,              Leisure, Crown Direct, Deith         from suppliers of auxiliary          furnishings, in addition to
making it one of the world’s              Section 21 gaming terminals,         Group, Electrocoin, JNC              products and services,               audio-visual equipment.
biggest one-stop shows for                and various other reel- and          Sales, Leisure Link, MDM,            including prize merchandise,         G For more information,
electronic leisure and gaming.            video-based slots from key           Namco Europe and PMT.                amusement machines,                  including free entry badge
With close to 500 exhibitors              manufacturers such as Astra,           Covering just about every          money handling and security          registration, visit the website
and over 60 product sectors               Barcrest Games, Bell-Fruit,          conceivable need for bingo           systems, interior design and         at www.ateonline.co.uk/atei.




                                                                                                9
                                                                         feature

Is your thinking joined up?
asks Simon Kemp from Q Services
Simply put, ‘joined up            communicating with                 club from its membership is       mailings are sent to
thinking’ is about ensuring       members but it may not             vital in ensuring that effort     members (perhaps the
that your plans are well          always be as efficient as it       and expense are not wasted.       monthly birthdays), the
thought through and that they     could be. The method of            After a session, do you know      membership system should
integrate with other activities   production and distribution        how many members have             extract the right members
in your business to yield         may not make optimum use           been in the club and how          from the database. This
maximum effect. Marketing         of staff time and if the data      many stayed away? Of those        should then enable the
and promotional activity as       used is inaccurate and poorly      that did attend, how many         production of a personalised
part of your business is all      targeted you may be making         had not been for the last         letter/cover and redemption
about joined up thinking and      an offer to customers who do       three weeks? What about           voucher, in order to ensure
getting a positive result.        not need to be incentivised.       those who normally come           that the offer is redeemed by     taking tactical promotional
  As competition for the            Although production and          but who didn’t attend that        the intended individual. If the   action where needed.
leisure pound and leisure         mailing equipment has fallen       session? Many clubs like to       mailing piece is then folded,       Direct mail and recruitment
minute increases it becomes       drastically in price and           send a letter or voucher to       stuffed and franked               activity will probably form
ever more important that any      improved significantly in          these ‘stay-aways’ so that        automatically, staff are free     part of your 2005 promotional
offer put to customers is         reliability, the final component   the one night missed doesn’t      for more demanding tasks.         plan, as will centralised activity
appropriate, specific to a        of successful direct mail is       become a habit. A good              Integrating membership          around Ground Shaker 2. Your
targeted customer, arrives at     a club’s key marketing             membership system, such as        data collection with data         membership and prospects
a relevant time and, ideally,     resource – its membership          QMem, allows you to do this       management and mailing            data is key to the success of
provides a means of assessing     and prospects database.            easily and on the same day        production and dispatch           your promotional activity and,
its success or failure.             Successfully collecting,         as the session. Equally, the      puts managers/operators in        ultimately, your club.
  For many clubs direct           managing and exploiting the        mailing should be personalised.   control and allows them to        G For further details, contact
mail is a key means of            information available to a         For example, when regular         spot visit patterns quickly,      simonk@qservices.co.uk




                                                                                              OFFICIAL DISTRIBUTORS FOR:
                                                                                              ASTRA G ELECTRO COIN G BARCREST/VIVID/RED
                                                                                              GAMESOFT G PROJECT COIN G BELLFRUIT
                                                                                              MAZOOMA G QPS G JPM G JVH
   NO 1 DISTRIBUTORS TO THE BINGO SECTOR                                                      G VOODOO EMPIRE G NOVO GAMING G BALLY




  FOR THE VERY BEST IN AWPS CONTACT THE DEITH LEISURE SALES TEAM ON 01896 758 342
                                                                                                                                feature

Get on target for a full house
Sophisticated direct marketing is no longer the
preserve of high-volume mailing companies.
Barry Jessop, UK Marketing Director at Pitney
Bowes, explains how any business can harness
new technology in a traditional marketing activity

According to a recent report in                                            Direct mail
The New York Times, brain patterns                                         Long regarded as a cost-efficient
can now be measured to evaluate                                            means of generating response, direct
the influence of brand on customer                                         mail is not valued as a brand-building
decisions. So-called neuromarketing                                        tool. The traditional view is that direct
may represent the future but when it                                       mail delivers approximately six per
comes to building business through                                         cent response, with the remaining
promotion and brand awareness,                                             94 per cent of mailers regarded as
most companies rely on more                                                ‘wasted’. However, recent Pitney
conventional methods.                                                      Bowes research suggests that
  For club managers, the challenge is                                      marketers are quickly realising the                                      businesses to cut costs, eliminate        but direct mail does not rely on the
to ensure a consistent daily turnout.                                      potential of direct mail to deliver                                      errors, free-up staff time and make       need for internet/email or mobile
This is becoming more difficult as an                                      more than just response. They                                            the most of direct mail.                  phone to get the messages across.
increasing number of leisure activities                                    recognise that cleverly targeted,                                                                                  Metered mail can also offer clear
compete for customers’ time and                                            professionally presented direct mail                                     Metered mail                              cost-saving and security benefits.
money. Clubs must ensure a regular                                         will generate response whilst also                                       Ever-changing postal rates mean           Integrated scales mean that each
flow of return attendees while                                             creating a favourable brand image.                                       that marketers are turning to the         envelope is sent with the exact
providing new initiatives that will                                          New print and mail technology has                                      latest intelligent franking machines      postage attached. When stamps are
draw prospects into a club.                                                played an important role in boosting                                     which link to the web to provide          used, staff often guess the amount,
  So, what are the choices for the                                         the status of direct mail as a brand                                     downloadable postal rates and             leading over time to considerable
organisations without multi million-                                       influencer. At the smaller volume                                        software updates. At the touch of a       extra costs. Also, having stamps
pound marketing budgets? All                                               level, folding, inserting and franking                                   button, campaigns are despatched          around can be a cost/security risk.
companies are under increasing                                             equipment provides marketers with                                        quickly and at the best possible          With metered mail, postage credit is
budgetary constraint and industry                                          the means to produce accurate,                                           price, while software enhancements        locked into the machine and access
analysis shows a shift away from                                           professional communications                                              provide a future-proof upgrade path.      can be limited to authorised users.
media advertising to more cost-                                            relatively cheaply.                                                        Downloadable advertising slogans          Technology must also be able to
effective activity such as sales                                             Automation of mail operations has                                      transform standard mailshots into         adapt to changing postal legislation.
promotion and direct marketing.                                            enabled an increasing number of                                          striking marketing communications.        One such example is Royal Mail’s
                                                                                                                                                    Clubs can gain an advantage by            forthcoming requirement on returned
                                                                                                                                                    ensuring that any direct mail carries     post. From October, if businesses
                                                                                                                                                    a brand message on the envelope           require direct mail to be returned
                                                                                                                                                    as well as on the document inside,        to sender in case of failed delivery,

 SUBSCRIBE TO                                                    BINGO LINK                                                                         conveying brand value even if the
                                                                                                                                                    communication is unopened.
                                                                                                                                                                                              envelopes must be marked with a
                                                                                                                                                                                              return address. Advanced franking
 Don’t miss out on your copy!                                                                                                                       Messages might include membership         machines can print a return address
 Subscription to Bingo Link is FREE for those who work in the gaming and                                                                            offers, special promotional or charity    neatly on the front of the envelope,
 leisure industry. If you would like to receive your own issue, please complete                                                                     games or details of private party hire.   maintaining presentation standards.
 this form and post it to Bingo Link, Lexham House, 75 High Street North,                                                                             Targeting prospects is key, ensuring      Direct mail continues to be both
 Dunstable, Bedfordshire LU6 1JF                                                                                                                    that these eye-catching messages          a useful response generator and,
 Title:........ Name/initial:........................... Surname: ................................................................                  reach the relevant audience. Today,       increasingly, an important brand
                                                                                                                                                    mailing lists can be bought in smaller    influencer. The more popular the
 Company address: ....................................................................................................................
                                                                                                                                                    volumes or metered and database           medium, the more astute marketers
 Town: .........................................................................................................................................    solutions are available off the shelf.    have to be to catch the recipient’s
 County/State: .............................................................................................................................        Data can also be analysed and             attention. The latest mail and
 Postcode:...................................................................................................................................       segmented to ensure that messages         messaging technology, combined
                                                                                                                                                    are personalised to a greater degree.     with careful data selection and
 Country: .....................................................................................................................................
                                                                                                                                                      As bingo covers all age groups,         segmenting, can provide clubs with a
 Nature of business: ............................................................................................................                   any marketing activity must reflect       vital advantage in the doormat battle.
 Alternatively, email the above details to: Bingolink@bingo-association.co.uk                                                                       this. Email and SMS communications        G Visit www.pitneybowes.co.uk or
                                                                                                                                                    appeal more to the younger generation     call 0870 5252525 for more details.




                                                                                                                                                   13
                            recruitment




Required: General Managers,
Deputy Managers, Assistants
         and Trainees
Competitive Salaries Offered.
 If you want to be involved
with a fast growing company
           apply to:
       Bruce Roberts,
     Top Ten Bingo Ltd,
            Unit 8,
 Verulam Industrial Estate,
        London Road,
      St Albans AL1 1JF


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