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"Casinos must lower their barriers to entry by repositioning themselves as multi-entertainment destinations to widen their appeal beyond their core gambling consumers."
Yogita Burke, Cross-category Research Analyst
In-person and online casino participation remains a low priority for UK adults compared to other out-of-home or at-home leisure activities. Ongoing legislative reforms, like increased gaming machine allowances and permittance of real-time betting, aim to address outdated restrictions and inconsistencies to modernise land-based casinos and compete with remote gambling. However, disinterest in gambling among the general population, as well as preference for playing online among those who do enjoy casino games are the key barriers to in-person casino visits. Positioning casinos as broader leisure destinations through ‘softer’ casino branding can appeal to wider audiences and better compete with the wider leisure market.
One of the biggest challenges facing the casino market is the upcoming increase in Remote Gaming Duty. This combined with several other new regulations, including limits on bonus wagering and introduction of stakes limits for online slots, will put significant pressure on profit margins. The mixed-product promotion ban will prevent operators from cross-selling, thereby hindering their ability to attract new players.
Strong demand for loyalty rewards schemes highlights the need for casino operators to actively promote them to boost awareness and sign-ups. Casinos can expand ways to earn reward points throughout their ecosystem, beyond gaming, or via external business partnerships.
This report focuses on land-based and online casinos, and the gambling activities they offer. Entertainment and food and drink provided by land-based casinos are also considered.
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