Grosvenor Casinos is aiming to build upon its success in 2011 by further developing a brand-led strategy, managing director Phil Urban said.
“The main priority for us was to maintain the momentum we had built up since 2008, which I’m delighted to say we achieved. Team engagement, customer satisfaction and admissions all moved forward,” he told InterGaming. “More specifically, we wanted to move from a product-led to a brand-led strategy and that journey has started for us.”
Grosvenor Casinos, which is the UK’s second largest casino operator, is planning to increase its estate of UK casino properties to 45 by 2015.
Urban said he was “optimistic” in the face of a very tough economic backdrop, particularly as a growing number of people are discovering casino gaming. Maintaining this momentum in 2012 is a crucial objective, Urban stated, building on the success of a strong team and customer base to exceed shareholders’ expectations.
“2012 will be the year in which we move to a cross-channel branded approach to doing business,” he said. “We also have further investment planned across the business, including two new Grosvenor G Casinos.”
