I’m working on an exciting project at the moment with the Hippodrome Casino, currently in development in both an on and offline sense. If your recollection of the Hippodrome is of a dingy, black wall clad single storey nightspot often seen as a last resort to those of questionable drinking age, prepare to be blown away.
Simon and Peter Thomas, founders of Beacon Bingo, have invested significant amounts into an astonishingly large site right on the corner of Leicester Square. I was given a tour of the site, and it is still a building site at this stage, and I was staggered at how much premium real estate was previously unused in such a central London location. Being a bit of a grumpy, ageing cynic, not a great deal excites me, but having viewed the plans and the site, I am looking forward to the task at hand – and that is helping to prove to the Genting’s of the world that it is possible to harmonise a successful land-based casino with an online offering, and making the two work for affiliates in particular.
Hippodrome Casino aims to become the number one gaming venue in London and with a walk-by audience of over 1 million people per week, you can well imagine that becoming the case pretty quickly. We will be working on systems to ensure that affiliates can not only gain credit for any offline play their recruited online players partake in, but also to create a full circle approach that will see them gain use of the land-based facility to recruit to and retain their player base. Not the easiest of tasks, but later this month I’m giving a select group of leading casino affiliates the opportunity for a sneak peak at the venue and help them envisage what this opportunity holds for them.
The Hippodrome Casino is due to open in the Summer of 2011, with the online product preceding it in the next few months.