Insight
FRANCE Casino Operations
An inside perspective on the French casino gaming sector
Dominique Desseigne Chief Executive Officer, Groupe Barrière
casinos equipped this year, meaning a total of 19 of our 28 casinos in France are now using it. We will also be looking to accelerate our digital transformation. Our ambition is to attract the millenials with our offers. Electronic games, e- sport and on-line gaming in general represent paths for the future.
What is your assessment of the 2015-2016 financial year?
2016 was a year of transition in more ways than one. We have embarked on a major strategic refocusing as we have sold nine casinos and we have chosen to invest in digital communication and new mobile media.
We have also noticed still significant differences in attendance between casinos, some of which have been impacted by the effects of the terrorist attacks, such as Cannes or Nice and consequently Lille and Deauville. In this context, the year was marked by a stabilization of GGR.
What are your projects on the games side for this year?
In 2017, Barrière intends to continue its marketing and renovation efforts to improve its market share where possible. Tis will require a strong investment by the Group in 2017 in terms of the games we offer to continue testing and installing new games and diversifying our offer of electronic games.
We will also continue the deployment of our new loyalty program Carré VIP with eight new
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We are continuing our renovation program at our casinos in Deauville, Royan and La Rochelle, and we will create smoking terraces in Toulouse, Cassis and Lille. Finally, Barrière will inaugurate two new casinos abroad by the end of the first half of 2017.
How do you see non-gaming activities developing for casinos?
As early as 2007, with the opening of the Casino Barrière Toulouse, we inaugurated what we call the ‘new generation of /casinos,’ a multi-leisure complex, festive and cultural, which is centered around several places.
Peripheral activities have always been a strong focus of our strategy. Barrière intends to bring more to the casino by developing new concepts or initiating new collaborations. With nearly 3,000 performances and animations per year, Barrière Casinos have long been fully committed to the field of entertainment and artistic creation and are totally involved in the cultural life of the cities where they are located.
Te artistic center is a major center of competence for Barriere. Our forte includes musicals, concerts, one man shows, plays and even ballet performances. We are very much committed to entertainment and the greatest artists now choose our venues on their tours of France. We are fortunate to have an expert partner in this sector with Fimalac, which has a
large catalogue of artists, and Webedia, a specialist in online media for leisure and entertainment.
What measures should the new government take concerning the gaming sector?
We call on the future government to look at the creation of a single gaming regulatory authority. Te gaming world is changing with gaming clubs in Paris, online games, the development of electronic table games and the stabilising of slot GRR. Tis unique authority would allow for a constructive and fair dialogue on the future of our businesses between the different players in gambling, with casinos in France being a major player, representing approximately 14,500 direct jobs and 45,500 induced jobs.
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