Grosvenor targets land-based customers with new live casino
Rank group company backs "massive crossover potential" of promotions run in parallel online and in-club for new UK dealer tables
Rank Group company Grosvenor Casino has launched a new live casino powered by live dealer gaming supplier Evolution Gaming, with the business exploring the potential for crossover promotions between its land-based casinos and the live casino.
The product went live last week and doubles the operator’s live casino offering of roulette and blackjack tables while also introducing the operator’s first baccarat table, with additional capacity included should it look to expand further.
Steve Salmon, Grosvenor Casinos director of digital innovation, said the launch was an opportunity for the operator’s customers to play across multiple distribution channels.
“This gives us a massive crossover potential across all our channels of distribution, for example, with the opportunity for live promotions hosted in parallel in-club and online, and for a single loyalty system rewarding both in-club and online play,” he added.
With egaming operators such as BetVictor, Paddy Power and Betfair recently ramping up their live casino offerings, Grosvenor views the opportunity of in-club and online promotions from one reward system as an all-important point of differentiation from its competitors.
Rank recently revealed that online growth of its Grosvenor Casinos brand had slowed to 19%, falling from the 72% growth it recorded in the financial year ended 30 June 2013, with a competitive online casino environment blamed.
Evolution confirmed to eGR that Grosvenor Casinos’ live environment will be located at the supplier’s studios located in Riga, even after the supplier opens its new studio in Malta early next year, with the company making a “significant investment” in the physical environment.
The new live casino has dedicated tables for roulette, blackjack, blackjack gold and baccarat will function 24 hours a day, with all four tables available on desktop and iPad.
Live roulette can also be accessed on iPhone and Android mobile devices, while blackjack tables will be made available on Android tablets later this month.