Mecca Bingo owner Rank today pinned its hopes on a new generation of bingo clubs to help it turn around declining customer visits.

The company said the first of its ’Full House’ clubs – opened in Beeston, Nottinghamshire in May – was attracting around 4,500 visits a week.

The new-style club aims to attract a younger, wealthier audience to the game and has even launched late-night ’Bin-glo’ club nights to tempt in local students.

Rank’s average weekly attendance across its 103 clubs is just under 3,000. It is due to relaunch its club in Catford, south London, under the Full House format in December and convert three more clubs next year.

Mecca has been hit by the smoking ban, gambling legislation and an unexpected tax hike from the Treasury but produced its first like-for-like revenues growth in more than two years in the 14 weeks to October 4.

The 1% advance came as a 3% decline in customer admissions was offset by a 4% rise in spending due to the improved range of gambling machines on offer.

Rank also grew comparative revenues at its Grosvenor casino chain by 1% as the firm continues to invest in the conversion of its sites into the G Casino brand.

These casinos - designed to appeal to the non-gambler looking for a fun night out as well as a flutter - achieve average weekly customer visits 45% higher than its provincial casinos.

The company is opening a new casino in Dundee and relaunching its Coventry casino under the brand. Rank wants more than 20 open by the end of 2012.

Shares in the firm rose 3% as the group’s trading update was well received by investors.

Astaire analyst Mark Brumby said; “Rank has had a torrid couple of years but the tone of today’s statement suggests that it feels that trading has stabilised.”