Bingo firms are no longer profiting from older women but so-called "bingo-babes" who head out at weekends to enjoy the game with friends or stay in and play online bingo.
According to the Financial Times, a new generation of bingo enthusiasts is helping both online UK bingo sites and clubs on high street thrive.
The most recent operating income results from 888 Holdings has highlighted the trend, with the company enjoying a 36 per cent jump in second-quarter.
Gigi Levy, chief executive of the firm, told the newspaper that bingo is no longer solely the realm of the "blue-rinse" brigade but becoming increasingly attractive to those who are "young, female, with above-average income".
He added that another factor behind the Q2 results could be "because the men were all watching the European football championship so the women went online instead".
The credit crunch is also forcing many Brits to tighten their belts which could see less people going out on a Saturday night and instead, staying at home to play bingo online.
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