Rank CEO: Digital is catching up

Rank is continuing its drive to boost digital revenues and narrow the margin between its online and retail businesses, CEO Henry Birch has said.

Speaking to EGR following the group’s full year results, Birch said that digital still only accounted for 15% of Rank’s overall business, however he envisioned that digital would catch up to retail rapidly.

“At the moment our strategic priority is to grow our digital business rapidly, which is why we’re very pleased with these results,” Birch added.

Digital revenues grew 15% to £111.5m for the 12 months ended 30 June 2017, while digital operating profit for the year jumped 63% to £22.7m.

Birch believes there is still room for traditional brands like Grosvenor to succeed online, but he also hailed the group’s new titles, Luda and bellacasino.com.

“We’re looking to introduce and develop new brands because we recognise there are different types of customers out there who will react to and be drawn to different brands,” he said.

On the success of Grosvenor’s online arm, which saw a 44% increase in revenues for the year, Birch said live casino was the fastest growing part of the business, as players expected a proximity to the products offered at the operator’s physical casinos.

A dedicated marketing focus is planned to further strengthen the online brand.

“Although we are the largest casino operator in the UK, I actually think our Grosvenor brand is not nearly as strong as it could be.

Part of that is that we haven’t engaged in the large scale marketing and advertising that other gambling brands have done.”

As part of this move, the firm recently announced a two-year sponsorship deal with Fulham FC.