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Joseph O'Donnell, 8, of Shiloh endures the cruel agony of a bingo losing streak Thursday at the West Manchester Mall, and his animated anguish showed with each number called. <br> <a href='http://ydr.mycapture.com/mycapture/category.asp'><center><img src='http://extras.mnginteractive.com/live/media/site515/2008/0624/20080624_031520_reprint.gif' border='0'></center></a>

On the face of it, bingo halls and shopping malls have little in common. But when you put bingo in a mall, the two somehow seem to add up to a fun way to beat the summer heat.

The West Manchester Mall kicked off its Summer Bingo series Thursday as 91 players, both young and old, took part in 11 matches with hopes of winning a host of prizes.

Bob Herbert, the mall's marketing manager, said the series has been going on for more than five years as a promotion to draw people into the mall and to give merchants a chance to showcase items they carry.

"It attracts a wide variety of people," Herbert said, "It just grows year after year."

Each Thursday until Aug. 14, anyone can take part in the free bingo games with a chance to win prizes supplied by stores in the mall.

Ten regular bingo games are played, as well as one "coverall" game, in which the first player to match all the numbers on his or her card wins.

As the mix of letters and numbers was called out, Karen Arnold of West Manchester Township sat ready with an oversized marker, hoping to match five numbers in a row for a win.

Arnold said she plays bingo about once a week at a church and at a VFW but brought her friend, Elaine Mummert, and Mummert's grandson Jack Schultz, 9, both of Springettsbury Township, to the mall bingo.

"We're just along for the ride today," Mummert joked.

None of the three had luck on their side, but they said they'll be back in a week for another chance at winning.

Beverly Bumbaugh of Glen Rock used the game as a learning tool in helping her granddaughter, 3-year-old Kiana Horton of Mount Wolf, learn numbers.

When the announcer called out a number, Kiana found it on the card.

Bumbaugh said Kiana can spot numbers one to 20 already and has even branched out to higher numbers.

"It's a fun way (to learn)," Bumbaugh said.

IF YOU GO

The West Manchester Mall's Summer Bingo series is 11 a.m. every Thursday until Aug. 14. The games, which are free and open to everyone, are played inside the mall in front of the entrance to Macy's. Registration is not required. For details, check out www.shopwestmanchestermall.com or call the mall at 764-5941.