In an effort to halt sliding revenues, Finland's only casino, Grand Casino Helsinki, is repositioning itself within the entertainment market.
From September 19, the property, which is operated by the state’s slot machine association, RAY, will be renamed Casino Helsinki as part of a raft of changes to how the casino is presented in order to appeal to a wider customer base.
"Naturally, we have to take into account the worldwide recession that has affected the gaming industry all over the world. However, we were not able to blame our diminishing returns on the economic downturn alone," said casino director, Marko Hurme. "Grand Casino Helsinki’s image was too luxurious and potential customers had the perception that our casino was expensive in many ways.
"Even though we take pride in our excellent service and fabulous refurbished facilities, we are not aiming to be Monte Carlo and that is the reason for repositioning."
The casino’s new image is to be heavily promoted in print and outdoor advertising, as well as on TV.
