Tipping point: Land-based casinos and local reach
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The Covid-19 pandemic wreaked havoc on the casino industry. France experienced the highest number of days lost at 199, Hungary the lowest at 54. London’s Hippodrome Casino reopened following several rebranding periods as a casino and entertainment venue in 2012. Simon Thomas, chief executive of the Hippo, believes that casinos must become part of local area”s fabric if they are to survive and thrive.
The government is preparing a white paper on gambling reform. The industry is seeking an increase in slots. Thomas believes that any gambling regulation must take entertainment into consideration. The Hippodrome is based in tourist-heavy Leicester Square and welcomes more than 30,000 customers a week. It has new facilities in the works. In Europe, operators must interact with what is already available. This is something Thomas describes as distributed gaming. US casinos have recovered from the aftermath of the Covid-19 pandemic. They are now more integrated than in Europe. First World Genting Highlands in Malaysia was named as the world’s biggest integrated resort by Top Hotel News in 2019.
Omnichannel is the future of land-based casinos. It allows them to offer both online and offline experiences. The Hippodrome is a good example of an integrated proposition. It offers a variety of products that appeal to both the younger clientele and people who play on the internet. Its heritage is also important. As a historic building it works with what it has. Instead of expanding outwardly, it seeks the most attractive entertainment to pull in visitors. This is what happened at the Hippo. They are developing a type of integrated propositions for casinos in Great Britain.
