It’s not all doom and gloom in the retail world. Beacon Entertainments are showing their commitment to bingo by rebranding themselves alongside adding a number of improvements to their halls. During the rebrand, the company will improve its existing Beacon clubs and re-name 3 others to expand the Beacon name. The group’s Riva Clubs at Brighton and Streatham and the Hippodrome Club in Lowestoft will be changing over to Beacon Bingo from the 1st of October.
The Beacon clubs at Loughborough and Brighton will benefit from extensive refurbishments and improved smoking facilities. The Northampton club will be following the lead of Mecca Bingo and improving its bingo offering with extended entertainment and noisy bingo areas, adding the sort of variety and entertainment that has seen the Mecca Beeston become such a big hit.
All members will be receiving a new membership card with the updated logo for the club. Now, it’s fair to say that the old Beacon Bingo brand / logo was pretty dull and dated when compared to the competition. If the logo on their website is the new one, and anything to go by, it seems the company have missed an opportunity as the new look one is also a bit plain.
In fact I’d go as far as to say it was dull and corporate, when you compare it to the swaggering fun found in many bingo logos out there. Compare it to the likes of Gala Bingo, Castle Bingo, Bucky Bingo and Mecca, it doesn’t do it for me. That said, it is an improvement over the last one.
November will see their site updated too. Currently there is no online bingo available, but reading the page headline it promises to be ‘the first live bingo hall online’ which is an interesting claim. It makes me wonder if they will be going with the Ascot Bingo Ventures live bingo software, which I believe is being used elsewhere by retail providers (if memory serves).
If that is the case it could very well be quite a short-sighted move by Beacon. As far as I’m aware, Ascot aren’t whitelist registered, which means UK bingo sites won’t be able to advertise them. As recent hits like Wink and Cheeky Bingo will attest, getting the online bingo affiliates behind you in a major way is a great way to crack the UK market. If I’m wrong about Ascot please correct me – but looking at the sites that are running the software, they still mention that it’s registered in Curaco NV, which is not on the whitelist.
With a bigger brand, it will be interesting to see how Beacon continue to grow in the coming years. This rebrand is a positive step in the right direction, and I wish them luck with it.