Leading London-listed casino gaming vendor Rank Group PLC has extended its relationship with Playtech, which will see the company's Neon table and slot management system integrated across all of its Grosvenor Casino holdings.
The news follows Neon technology being plugged in across 43 Genting Casinos in the UK, further cementing the reputation of Playtech as the leading developer of online gaming technology. The relationship enhances the already strong market position of Rank and Grosvenor as a provider of high-class offline and internet casino gaming.
Rank's new association with Playtech comes at a significant point in the company's growth and is a strategic move designed to enhance the gaming brand's position in the market. Grosvenor Casinos' finance director, Richard Payle, revealed that the decision was made to upgrade the gaming infrastructure with cutting-edge technology, thereby completely replacing the existing management systems. He notes:
"The project to replace our management systems was very successful. We worked as a team to address a wide range of technical challenges and business innovations and have successfully rolled out a system which is performing well across the estate, and meeting our business and technical goals."
Furthermore, he was keen to emphasise how the new gaming systems offered by Playtech will both boost company profits and enhance its players’ gaming experience:
"Migrating our gaming systems to Playtech will enable us to complete our modernisation, offer an improved player experience and complete our vision for a single account and wallet across our retail and digital businesses".
Martin Sykes, MD of Playtech subsidiary, Intelligent Gaming Systems (IGS), which created the Neon System, suggests that the implementation of the technology has been a significant success, which is matching their high expectations:
"I am positive that no other system supplier could have achieved what we did in 2016. We developed new features, optimised Neon for deployment in the cloud, provided numerous integrations and supported the transition from the legacy systems, keeping data in step as we implemented the 54 sites."
Cloud-based technologies are enabling casinos such as Grosvenor, online and offline, to take everything to new levels of sophistication – getting an instant nationwide and global view of their business in real-time. The benefits are far ranging – including business cost-cutting, more security for players, faster customer service and payouts, and a smoother gaming experience.
Playtech's Neon System will enable Grosvenor Casinos to manage and track player information, offer improved customer service and banking, and enhance fraud prevention and illegal activity tracking. Although a large percentage of quality casinos have Playtech integration, each system is bespoke, with Grosvenor’s Neon package being the most technologically sophisticated, globally.
The company will have access to a browser-based HTML5 client interface via a Microsoft Azure cloud setup. With a vast swathe of land-based venues up and down the UK, plus an award winning online casino, Grosvenor Casinos is well positioned to achieve its growth targets over the next decade.
Similarly, Playtech continues to develop its offline and online growth, with its online casinos offering arguably the best in terms of gaming variety, realism, reliability, jackpots and new game releases.
In 2016 the company was the power behind a record £4.5 million payout for a £4 bet on Jackpot Giant progressive slot, and continues to offer some of the industry's best payouts and bonuses across blackjack, poker, slots, roulette and the full-spectrum of online games.
Its technology has also driven the rapid growth of mobile gaming, which continues to increase gambling spend among consumers. With millennials the future of online gaming – Playtech is adopting a progressive and futuristic perspective, ensuring their casino software is aligned with the next generation of casino players.
The industry response to Rank and Grosvenor Casinos' Playtech deal has been positive in the main. Playtech's perceived market value is currently sitting just below its year high, with a share price of around 938 pence. Shares in Rank have been trading down 1.70 percent at 214 pence a share, indicating a relatively stable response.
The deal means that over 90% of UK casinos now use Playtech to supply their casino management systems. Martin Sykes from Playtech-owned Intelligent Gaming Systems noted that the company are:
"proud to partner with the UK’s largest casino operator and cement our position as the fastest-growing supplier of systems to retail casinos."
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