The Gioco News tour to discover European casinos stops in the United Kingdom, where we are escorted by an exceptional guide: Simon Thomas, executive chairman and main shareholder of The Hippodrome Casino, located in the heart of London and more precisely in the central Leicester Square.
With over twenty years of experience in the gaming sector (just to give an example, he was involved in the drafting process of the 2005 Gambling Act, which allowed casinos to be able to advertise), Thomas is an expert and privileged observer, to whom we should first ask what is the state of health of traditional casinos in the United Kingdom in a very diversified European context.
“Happily, following months of worry and instability during the period of Covid lockdown and false starts, the British sector has stabilised and we’re experiencing a return to pre-pandemic visitor levels. It’s a fascinating process acclimatising to the new habits of our customers, who are facing pressures on their own spending and recreational habits. Where many businesses retract and offer less at a higher price during periods of hardship, at the Hippodrome we do exactly the opposite. We invested massively during Covid in ambitious improvements and extensions, and have exciting plans to build a new 80-seater restaurant and terrace for 120 on our roof. We’re not afraid of the future. We embrace it. Hopefully the long-overdue legislative reform will encourage others to follow our lead”.
Government is implementing the reforms provided for in the White Paper. What will change for land-based casinos and how much elections impact on this reform process?
“We’re waiting patiently to see what will happen. The calling of a general election has meant a slight pause in the introduction of a new Gambling Act, but we’re extremely hopeful things will move swiftly after July 1. We have spent many years developing and negotiating for some sensible modifications to the Act for Britain’s land-based casino sector; an increase in slots to meet customer demand, electronic payments and a sports betting license. Modest demands that will nevertheless help meet the needs for both business and customer and rebalance against on-line gaming”.
Italian land-based casinos suffer competition from online gaming, a business that remains marginal for them. Is online gaming an ally or an enemy for land-based casinos in the UK?
“It’s widely agreed the inexorable growth of online and some historic, worrying customer engagement practices, has tarnished the reputation of the wider UK gambling industry. However, the online operators are in agreement; they need guidance and regulation which the new Gambling Act will deliver. Online has grown up since the launch of the tablet and iPhone; the last changes to the Act were two years before that. One benefit specifically to the casino sector is that, thanks to online, many more now know how to play traditional casino games, so awareness is there, and many of these people seek the live casino experience. If online portals are run responsibly and regulation is in place, we all benefit”.
Italy led the way in Europe on the total ban of advertising gaming with cash prizes. What is the situation in the UK and what consequences would a total ban like the Italian one have for casinos?
“Generally, there are tighter regulations on advertising in the sector than ever before. The plus side is this should raise standards for responsible advertising across the board. The downside is that restrictions could be extended too far and the appetite for a total ban grow. This would further benefit black market gaming sites who ignore regulations. The casino sector in Britain is not a big advertiser. At the Hippodrome, our ad spend is mostly focussed on promoting our hit theatre show Magic Mike Live”.
What contribution do casinos in the United Kingdom make to tourism and employment in the cities that host them?
“The London casino fraternity drive the highest tourist numbers nationally, with the Hippodrome well ahead of the game. One in three visits to a casino in London is to the Hippodrome, and while we attract many tourists it’s also not our core audience. We’re very popular with those who live and work in London itself. The British casino sector is at a very exciting stage in its development, as more focus is put on casinos as part of the wider night time economy. Which means we’re gaining much more attention on the international stage, and the press have picked up on this. A higher profile means more tourists, and we’re especially proud of the many articles that put a visit to the Hippodrome alongside Buckingham Palace and Selfridges as a ‘must do’ for visitors to London. We’re now officially on the tourist map!”
How important is the offer of entertainment and cultural events for UK casinos?
“Very. The potential is huge. I think the Hippodrome has shown just what can be achieved when a casino business integrates entertainment and cultural events into its core offer. We took a risk when introducing the Magic Mike Live show in partnership with Hollywood star Channing Tatum. But it’s brought in a totally new audience who quite possibly would never consider going to a casino for a night out. This brings a totally new dynamic. Obviously being a dance and music show with a group of very good looking men, the core audience is female, and they come to eat, drink and watch the show, not to gamble. But in terms of profile, it’s been the single biggest PR coup of any European casino in the last decade”.
United games of Europe
A welcome and long-awaited return. In 2020, the casinos in the United Kingdom decided to leave the European Casino Association, then they rejoined two years later, also thank to the active commitment of Thomas, who has also been a member of the board since 2024. But what were the reasons for the exit of the British casinos, what were the reasons for the return and now how do you describe your current experience?
“Leaving was blamed on Brexit, but the decision to rejoin the Eca was easy; we are still part of continental Europe and the British and other European casinos mutually benefit from working together. After all, as close neighbours we all have the same threats and opportunities”, Thomas explains.
As regards Brexit, has this had any consequences on your activities and in this context, how much and in what way is it useful to join an association like the Eca?
“Not being in the European Union has made no difference to the activities of British casinos. It is a privilege and a pleasure to work with all the members of the Eca to help deliver world class entertainment and experiences for all of our customers. We learn from, and trust, each other. We’re family”, he ends.