Investing for the Future
Damien Connelly visited CASINO 2000 to meet with Guido Berghmans
W
ith 330 machines (soon to be 340) and 6 live tables, CASINO 2000 may not be the most impressive building, but I think it is one of the best run casinos in Europe. The numbers prove this: while casino GGR (gross gaming revenue) is down 33% Europe-wide since 2007 (excluding the UK), CASINO 2000 has seen its GGR reduce only 2% since 2007. It has significantly outperformed the European market average. Even so, commented Mr. Berghmans, “we must stop the decline...We are hitting the (marketing) drum faster and faster; with activities targeting customers more frequently.” Of course, not everything can be controlled, as Mr. Berghmans noted: “Last year our revenues declined 4.9%, which was due mostly to the snow. We had 19 snow days during January, February and March 2013. On these days our revenues were 60% of their normal levels. So far this year, our revenues have not fully recovered, even though the weather has been much better and we have had no snow days to deal with.” Add to this a smoking ban covering the live tables area and a large section of the slot floor, and the pressure on GGR becomes even greater.
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Given how good an operation it is, if CASINO 2000 is struggling to grow its revenues, then this shows something new needs to be tried. That something could be cashless gaming, which it is rolling out across its property.
Will Cashless Bring More Cash?
Harald Scheuer, Damien Connelly and Guido Berghmans (L to R)