INSIGHT - LIECHTENSTEIN
geared towards events, has decided against such events and other marketing activities due to the special situation, and two more casinos are now active on the market, the figures in July and August were only around three per cent below the previous year: in view of the circumstances, it is a bright silver lining on the casino horizon.”
Director Tomas Pirron believes the unbroken success in Schaanwald is above all due to the quality management.
“Our corporate philosophy is: friendly, creative, excellent. We work on this every day,” he explained, “and it is paying off, especially now after the Corona break. As we are currently unable to host large events, it is now even more important to improve in small steps. Our employees came back from the Corona break extremely motivated and this good atmosphere in the team is clearly being carried over to our guests.” In terms of age structure, the guests are very evenly mixed between young and old."
He is particularly pleased with the high proportion of women, which is up to 39 per cent, around five per cent above the industry average.
Right from the start, Schaanwald made sure to stand out from the competition. In 2017 it was the first casino in the world where you could play in two currencies (Swiss francs and euros). Another innovation of the house is the SNAP jackpot: this mystery jackpot falls every two hours.
Tere are now five casinos in the Principality of Liechtenstein, which is 160 square kilometers in size and has 39,000 inhabitants. Another casino is under construction in Schaan, and two other projects are currently under discussion.
Casino Director Christian Aumüller with Fabienne Wohlwend, brand ambassador for Casino 96 in Balzers
with business partners, neighbours and representatives of village associations. Te grand opening should be rescheduled later if the Corona conditions allow it again. No fewer than 20 media representatives from four countries took part in the media conference: this corresponds to an extraordinarily high level of media interest for Liechtenstein standards.
Te casino in Schaanwald opened in October 2017 with 130 slot machines and eight live game tables. In the second full year of operation in 2019, it was able to increase gross gaming revenue by almost 20 per cent compared to the previous year. Although the casino density in Liechtenstein doubled in 2019, Schaanwald's gaming results were almost 10 per cent higher than the previous
year until the Corona shutdown in mid- March.
Due to the shutdown in connection with COVID-19, Schaanwald was also closed from mid-March to June 6. Since the reopening, the health of guests and employees has been guaranteed as best as possible with a comprehensive protection concept, including contactless temperature measurement terminals at reception.
Martin Frommelt, Media Manager of Casinos Austria (Liechtenstein) AG, said: "Schaanwald is a rare exception in the global casino market, which has collapsed massively due to COVID- 19, because Schaanwald operates at a pleasingly high level even after the Corona break. Although the casino, which is heavily
In an international comparison, the casinos in Liechtenstein tend to be smaller operations with an average of nine gaming tables and 160 slot machines. In 2019, the four casinos with a total of around 350 employees generated gross gaming revenue of almost 81 million Swiss francs.
Schaanwald Director Tomas Pirron believes the casino market in Liechtenstein is now reaching saturation point: “Entering the market with two casinos was certainly a great success story. Last but not least, the development in neighboring Switzerland has taught us that casino growth has limits. After the start of the first casinos in 2002, there was an initial boom in Switzerland. From 2008 onwards, however, gross gaming revenue fell by around 30 per cent for years before it started to pick up again from 2018. Personally, I think that hardly more than four casinos will pay off in Liechtenstein in the medium term. But I am convinced that we in Schaanwald are ideally equipped for the tougher competition."
NEWSWIRE / INTERACTIVE / MARKET DATA P33
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