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.