UK leisure firm Rank Group relaunched its grosvenorscasinos.com website as its flagship online casino in July and now aims to capitalise upon the depth of its land-based customer base through a new affiliate scheme.
Revenue from the company’s Grosvenor Casinos venues and branded websites increased 5.8 per cent to £125.2m during the six months to June 30. Although the majority of this growth came from land-based operations, Rank said it believes online distribution will provide significant opportunities.
In addition to stepping up the brand’s mobile gaming capability, Rank said it will look to leverage the strength of its bricks and mortar business by developing cross-marketing initiatives.
The brand’s current online-offline crossover rate stands at 0.4 per cent.
"Plans to achieve significant growth from this low base include the introduction of an internal affiliate scheme to promote the brand online to customers playing in our venues," it said.
