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UK
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News
29 June 2005
Virgin Looking At UK Casino
Operation
One
of the UK's biggest brands could be poised to enter the
land-based UK casino market - but only if it can get the
go-ahead to operate a regional casino.
Virgin
has expressed an interest in running one of the new style
casinos made possible by the Gambling Act as an extension to
its current gambling arm Virgin
Games.
Speaking at a recent IBC
Conference, Virgin Games managing director Oscar Nieboer
revealed that the new legislation has caused the firm to
look at expanding its gambling horizons away from just the
internet.
Nieboer said: "We're
looking at the possibilities of land-based
casinos but we
have been slightly put off from the market because of the
last minute change to the legislation which cut the number
of regional casinos from eight to just one. The product
offer available in the regional casino would be the 'Virgin
way'. That is not to say we wouldn't bid or partner up with
someone who was bidding for one of the licences."
It appears that it is not
only the resort-style operation, with the opportunity to
offer unlimited jackpot slots and betting facilities, that
appeals to Nieboer, but the fact that these can now be
openly marketing to the UK casino customer.
He explained: "The new
Gambling Act brings casinos the ability to market
aggressively, meaning that they can now target a latent
footfall as well as the regular customer. That has not been
targeted before and is one of the main attractions top me
for operating a land-based casino. Advertising with a
revitalised product mix will drive some of the sectors
forward in the land-based industry.
The seeming omni-presence
of the Virgin-brand in several other market, as well as the
marketing expertise of Richard Branson, would mean that a
Virgin casino would be instantly recognisable and also have
knock-on benefits for the Virgin Games gambling portal,
which only last month earmarked £10m for a brand
awareness push.
Related pages:
Virgin
Group To Launch Online Gaming Portal
Also see:
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