Bingo is about to become sexy thanks to a brand new bingo room from Ann Summers. They’ve teamed up with St Minver, who run white label sites on behalf of Castle Bingo, Woolworths and Yahoo amongst other, to target bingo at their userbase, which no doubt is substantial, but who maybe are more interested in other activities that involve less players and fewer balls.

According to Jacqueline Gold, Ann Summer customers “will like playing bingo” especially “when they see the fabulous prizes on offer and hear the delicious caller, not to mention the outrageous new number nicknames”!

However, a first look at Ann Summers Bingo reveals that it doesn’t appear to either interesting or remotely sexy. Players signing up to hear the “delicious caller” will be very disappointed (he sounds like a bored double glazing salesman) and as for the “outrageous new number nicknames”: “Hmmm Divine 89″ is not exactly sexy, saucy or enticing enough to generate sustained long term interest. The best calls we heard whilst playing the game were “66 Kinky Tricks” and “Meal for 2 - 69″, but these will need to change regularly so they remain fresh and “outrageous”.

The site doesn’t officially launch until later this week (July 12th), so maybe things will change. Promotions are currently the same as other St Minver sites, but according to reports, bingo players will have the chance to win spot prizes that will “include gorgeous new Ann Summers lingerie and the new Rampant Rabbit Wave“. Also, Ann Summers will be giving every retail customer in July and August a lucky scratch card that could give them free money to play on the site.

We do wonder whether these initial promotions will be enough to attract players long term to Ann Summers Bingo? Obviously it’s early days so we shall see how things develop (any excuse to visit the Ann Summers website), but the big question is: Can Ann Summers press the right buttons and get people excited with sexy bingo? Or will they find that their customers are much happier playing with their dibbers elsewhere!?