Inside Asian Gaming

Dec 2007 | INSIDE ASIAN GAMING 47 I n a 2006 ICE Media Partner Feature, Mark Griffiths, Professor of Gambling at Nottingham Trent University suggested that, in order to dilute problem gambling and gamblers: “what the casino industry needs to do is take the three percent of the Brit- ish public who are currently patrons, increase that total to some- where closer to 25% and get each patron to spend a little less.” A scenario where casinos and gaming occupy a more cen- tral, more acceptable, role in Britain’s leisure consciousness took a step closer in September this year when the 2005 Gambling Act was implemented. The act included a relaxation of regula- tions governing casinos’ advertising, giving, for the first time, the industry the freedom to communicate their wares. In this ICE Feature we analyse whether the casino industry can, or indeed should, attempt to attract a wider audience and what role televi- sion will play in the industry’s marketing mix. New communication platform On September 1, new TV advertising opportunities gave the UK casino industry a new platform to begin communicating their unique leisure proposition in a way never before permit- ted. Newcastle casino operator Aspers was the quickest to react with its post 9 p.m. watershed TV advert. Asper’s offering, which aired on the evening of September 1, featured a tentative roulette player who watches as a silver ball dances around the wheel. A camera spins around a casino show- ing a panorama of slot machines, live entertainment, TV screens, bars and restaurants. The core message, that gambling is only one part of a very diverse casino mix, is one the industry has been bursting to convey to the public for a very long time. Chairman and Chief Executive of Aspers Group, Damien Aspi- nall, asserts: “Aspers is about having a fun night out. Our world- class leisure, entertainment and gaming complexes give cus- tomers everything they need to have a fabulous time. We want viewers to be aware of the full range of facilities that we offer and are glad that we can now compete on a level playing field with the offshore online gaming businesses that have been ad- vertising in the UK for years.” Rank, the operator of the Grosvenor, G-Casino and Hard Rock Casino brands, adds:“We believe that this [new legislation] pres- ents us with a major opportunity both to stimulate interest in our casinos from potential customers and to help demystify the wider public perception of the nature of casinos and casino gaming. In September we launched our first major advertising campaign for casinos, focusing on local and regional press and radio, to heighten awareness and to stimulate growth in new members.” The online community has been similarly proactive, com- municating their plethora of new services. In late October, Ca- sinoChoice .co.uk launched its new TV ad. Operations Director Graham Edmond noted:“We help new users choose a safe, trust- ed and fair online casino or poker room in the same way that comparison engines have been helping people find better insur- ance deals over the past few years. Online gambling should be conducted in a responsible manner and when done so provides a great form of entertainment. We’re here to ensure it remains so and help ensure new players do not make common mistakes such as playing at unlicensed or unfair casinos where they may or may not get paid”. TV or not TV? …that is the question Aspers were first to act with their TV ad campaign ICE Feature