Ahead of its 100th anniversary, French casino operator Groupe Lucien Barriere is to conduct an in-depth review of its business to strengthen its position within what remains a challenging market.
In recent years the company has had to contend with the fallout of the economic recession, as well as a smoking ban and mandatory ID checks at its casinos.
"The group will soon be 100 years old and I don’t think there has been a single year without challenges," the group’s Barbara Bourcier told InterGaming. "Having said this, it is true that the current recession and the smoking ban in our casinos plus ID checks at the entrances have hit us badly, resulting in a 22 per cent like-for-like drop in turnover over the last three years."
Although the market now appears to be picking up, the recession has made the company "more cautious" and has been a "lesson in humility,"she said.
"In view of our 100th anniversary, we decided that our current casino leisure offering was in dire need of an in-depth review."
The company now has various plans under review, including significant new developments.
"We have invested a great deal and we would now like to strengthen our position," continued Bourcier. "Our aim is to define a ‘new’ casino, both in terms of offering and business model.
"Attracting more customers, diversifying the customer base and increasing our casinos’ profitability are key priorities. The new definition of the ‘casino of tomorrow’ and its offers should boost growth in order to pursue our target investments."
