Mecca bingo's twerking cactus helps boost business at Rank

Rank’s campaign for Mecca bingo features a provocatively dancing plant

Click to follow

A twerking cactus and big-spending London casino players have boosted business at gaming group Rank.

Rank’s campaign for Mecca bingo, with adverts featuring the provocatively dancing plant, helped drive up Mecca’s digital sales 18% year on year in the 20 weeks to 17 May. Revenues from its bingo halls were flat, arresting previous declines.

Commentators have said the cactus ad is a cross between the William Hill man in a bird suit idea and the dancing jalapeno from the Virgin Bingo commercial.

Chief executive Henry Birch said the online bingo surge was “especially pleasing, resulting in overall growth in the Mecca brand”.

Punters are leaving more cash behind at its Grosvenor casinos. Average spend per visit was up 6% driven by higher win margins and "major player activity in London".

Grosvenor also credited drinks and dining for improved sales, especially a new policy for allowing customers to 'eat anywhere'. Grosvenor delivered £15 million worth of food and beverage sales in 2015.