Rank drives omni-channel efforts with live casino “dual-play” product
Operator to tap into huge retail customer base of which 50% claim to “gamble online somewhere”
Rank is planning to boost its omni-channel efforts by launching a “dual-play” live casino product available to both retail and online customers.
Rank CEO Henry Birch said the new product will see live casino games carried out in one of the Grosvenor casino sites and beamed online for digital customers to play simultaneously.
“That should highlight to our retail customers the existence of our digital product and conversely gets our digital customers to realise that we’re the largest casino operator in the UK,” Birch told EGR.
The initiative marks a concerted omni-channel push from the operator with Birch pointing out: “If you look at our customer base, about 3.5% play with us online, whereas more than 50% say that they gamble online somewhere.
“Our feeling is that we’ve got a pretty huge addressable market,” Birch added.
The dual play concept is picking up momentum in the live casino sector with Evolution recently highlighting it as a strategic priority following initial successful partnerships with the Hippodrome Casino in London and Grand Casino Bucharest.
Henry Birch, CEO, Rank Group
Rank will also soon launch its Playtech-powered single wallet facility that will enable players to use one account while playing both online and at a land-based casino.
The operator reported 15% digital revenue growth for the 12-month period ending June 2017.