Speaking to iGaming Expert, David Williams, Director of Corporate Affairs and Investor Relations at Rank Group, delved into the refurbishment details, offering insight into the operator’s omnichannel approach and why sports betting will have a significant impact.

Williams also revealed that he believes the operator has found ‘a sweet spot’ in driving seamless cross-channel experiences and engagement.

iGamingExpert: How significant is it to UK casinos that they can now offer sports betting and what are your plans when it comes to this vertical? 

David Williams: We’re very excited about it. We know that not all sports bettors play in casinos, but we know that very many of our casino customers enjoy a sports bet. The legislation change will enable us to incorporate sports betting into our venues. It will make for an all-round more diverse experience for our customers and, importantly and over time, we believe it will appeal to a new cohort of customers who will come to enjoy what we offer at Grosvenor.

Customers will soon be able to bet on sports within our venues, watch events on the very best screens, 24 hours a day, all within a premium, modern environment complete with excellent food, drink, and service. We will be looking at introducing sports betting into our estate, and while we will need to ‘test and learn’ as it is a new product offering to us, it is a development and opportunity we are very excited about.

iGX: Where do land-based casinos in the UK currently stand against their online counterparts? Is it possible for omnichannel to be more prevalent than it already is?

DW: We don’t think in terms of separating land-based casinos from online counterparts. Quite the opposite in fact. The Grosvenor brand has really strong equity in casino, and it’s the strength of our brand that underpins our cross-channel approach. 

We’ve identified a sweet spot where we can drive seamless cross-channel experiences for Grosvenor customers, with great products online that replicate what customers enjoy in their favourite club. With our brand strength and the footprint of our 50 casinos, we are very confident that there is plenty of runway to grow cross-channel revenues.

We are constantly looking at how we can deliver a true Grosvenor Casinos experience with our deep heritage, craft and understanding to our customers, whether they choose to play online or in person. Our goal is to cater to all players’ needs and make transitions between online and in-person gaming as frictionless as possible. The ‘Live From’ experience is a great example of this.

iGX: Grosvenor Casinos is investing £15m into transforming The Victoria Casino ahead of its 60th anniversary. What is the reason behind this investment?

DW: Celebrating six decades of gaming history, The Victoria Casino is our flagship venue and an iconic London institution. This significant investment, the biggest we’ve ever made in a single site, is all about enhancing the player experience and keeping the casino at the top of London’s gaming scene.

We want to modernise our presence in London and continue to attract players from both the UK and around the world.

iGX: How does Grosvenor envision The Victoria evolving to compete against the current landscape of online gambling in the UK?

DW: Our Grosvenor Casinos brand offers players the opportunity to play both in venue and online. We are committed to modernising our physical venues to enhance the gaming experience for players in ways that complement our online offering. We understand that many gamers value having both options, and we are committed to meeting their needs.

The refurbishment of The Victoria is a great example of how we are looking to modernise our venues and create premium environments that are relevant to today’s player, featuring an extended gaming terrace, an enhanced Poker room, advanced AV and media screens, and premium dining, all contributing to a state-of-the-art gaming experience.

We also recognise the important role of online gaming in today’s industry. The choice of where to play and what games to play is entirely up to the player, and at Grosvenor Casinos, we’re proud to offer both live and online play. For instance, our online ‘Live From’ Roulette experience is dealt and broadcast live from The Victoria, providing a seamless transition between online and in-person gaming that caters to each player’s preferences.

iGX: As land-based casinos continue to evolve, how important is it that they are more than just gambling venues and grow to become entertainment hubs?

DW: Grosvenor Casinos’ aim has, for many years, been “to excite and entertain”. Premium gaming delivered with craft and understanding is important to this, but we also look to provide a range of services and experiences to broaden the appeal of our casinos. At The Victoria, this will include sports viewing, our premium dining restaurant, and great outside terrace areas where customers can relax, socialise and enjoy a wide range of food and drink.

iGX: What are some of the key innovations that can enable the land-based casino sector to engage a new player audience?

DW: We are focused on providing a first-class gaming experience for every player, regardless of their level of play. To attract and engage a new audience, innovations in our land-based casinos revolve around offering the best-in-class gaming experience through quality products such as experienced and professional dealers, sleek tables and interiors, and premium dining experiences, at all times underpinned by our commitment to safer gambling. We also ensure all our casinos have knowledgeable and friendly colleagues who always provide a warm welcome. So whether you are a new player or a regular, we tailor experiences to suit a range of gaming preferences.

At The Victoria, we have also taken several steps to enhance the player experience and attract a diverse player audience. Players can relax on our new terrace, enjoy an updated menu created by our executive chef, and make use of an extended gaming area with a fully retractable roof and an all-new outdoor bar concept. These innovations aim to bring in players from across the UK and beyond, offering a unique and engaging environment that appeals to both new and seasoned players.

As we increase our slots offering, this will also provide the opportunity to attract new suppliers, the latest technology, and game packs, thereby providing a more engaging, innovative playing experience, unrivalled in London.

iGX: What else is happening to celebrate The Victoria’s 60th anniversary? Anything you can share?

DW: So far this year, we have been focusing on the refurbishment and are really pleased with the results. That being said, we have some exciting plans in the works to mark The Victoria’s 60th birthday. While we can’t share all the details just yet, keep an eye out for upcoming announcements – we can’t wait to celebrate with you and make The Victoria’s 60th anniversary truly memorable.

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