Online casino and sports book gambling might be grabbing the headlines these days, but there has also been a surge in takings across the land-based sector. Many people feared that the pandemic would drive people to gamble online and that they would make the internet their venue of choice. However, despite the virtual scene continuing to grow apace, land-based operators have also seen an uptick in business.
Takings are back to pre-pandemic levels despite there being fewer physical venues around. The total number of betting premises continues to fall, but there are areas of real growth – the biggest of which being non-remote arcades. Gross Gambling Revenue for adult gaming and family entertainment centres is a third higher than before the pandemic, and developers are reacting to market trends.
In addition, many people are looking for a great night out when they are socialising, and destination casinos offer people a wide range of possibilities. Rather than just going out for a drink, a meal, or to see a show, many venues now offer people all of that and the chance to play casino and slot games to boot.
It seems that there are opportunities for both online and offline casinos and betting venues. While gamblers love the convenience and excitement of mobile gameplay and are keen to cash in on free spin bonuses, they also want to get their glad rags on and spend a fun night out on the town. The chance of being able to come home quids in makes a trip to the casino an alluring option.
The most obvious difference between an online casino and a land-based one is that in the latter, you can see and touch everything from the gaming machines to the furniture, from the décor to the plumbing. A fantastic land-based venue is so much greater than the sum of its parts and delivers a full sensory experience. From the glamour of Monte Carlo with its fine art and baroque features to the audacious design of the Marina Bay Sands in Singapore with its 340-meter high SkyPark, 150-meter infinity pool, and luxury shopping centre, spectacular casinos attract the very best clientele.
However, it is not all about stunning architecture, and many fabulous casinos are much more modest in styling but still incredibly successful. Casino operators are cashing in, and new and successful venues are opening across the country. Here are some golden rules to follow to design and build a successful casino business.
Location, location, location
Location, Location, Location might be a popular TV property program, but the phrase is as apt for a business as it is for someone searching for their forever home. A casino needs to be visible to potential customers and easily accessible. A key factor is the amount of foot traffic an area gets, and a busy area of the town or city will get more passing trade. If you choose to build in a rural or far-flung location, you might save money on the purchase price and business rates but will have to increase the spending on advertising and promotion. Do not forget to check with the authorities to see if you can operate a casino in your chosen location and apply for the correct licenses.
Design for success
Casino design needs to be appealing and functional – a wow factor is certainly a plus, but this has to be weighed up against budget. The layout must be easy enough for people to find their way around, but some mystery and mystique can also add a certain allure. The choice of colours and interesting lighting can help your venue stand out from the crowd. There are specialist casino design companies out there, like I-5 Design Build, that have experience in designing environments to attract customers and create unique selling points. Their website is certainly worth a peruse.
What to play
Ultimately, what sets a casino apart from other venues in the nighttime economy is the chance for customers to gamble and play a wide selection of games. You need to think about the gaming environment and what kinds of titles will be on offer. Will the casino specialise in classic table games like blackjack and roulette or will it be offering new innovative games? Perhaps it will be a blend of both. The important thing is to ensure there are adequate gaming tables and machines to allow as many customers to play as possible.
Other entertainment options
While the gaming facilities are key, you need to design in other amenities to keep customers happy and stop them wandering off elsewhere for food and drink. The aim is to make your casino the go-to destination so they do not spend their entertainment pounds elsewhere. A successful casino should have a mix of casual and fine dining options to meet the clientele’s mood and maybe a cocktail bar and nightclub to give an all-around experience. Consider a pool, fitness centre or spa to encourage people to unwind and relax.
Keeping up with technology
Up-to-the-minute technology will let you offer your guests an unforgettable and immersive experience. You will find some fantastic virtual reality, augmented reality and artificial intelligence technology on the market to transport your guests’ entertainment to another level. You might be building a land-based casino business, but that does not mean that your guests have to keep their feet on the ground. Some of the best tech on the market blurs the lines between reality and imagination and provides unforgettable interactive entertainment. Guest could, for example, feature in their own gameshow or gamble in an alternative universe while being firmly located in your venue.
Keeping the venue and customers safe and secure
Casino heists are a popular narrative for Hollywood movies because casinos are attractive targets for would-be robbers. Not only do they often hold valuable works of art and are filled with decadent fixtures, but they are also full of money. While digital banking has gone a long way to remove the cash store problems, casino security must still be top-notch at every level. Door, security and fire systems have to be of the highest calibre. There needs to be surveillance cameras throughout the building and security guards on duty at all hours. There may not be cash held on the premises as there might have been in the past, but some people will still be keen to beat the house by any means.
