Strategy
Rank’s aim is to generate wealth for shareholders by achieving sustainable growth in earnings
and dividends per share.
In order to achieve our aim, we have developed a strategy that is defined at both a Group level and a brand level.
Our Group strategy is to develop gaming-based entertainment experiences, offered to customers via licensed
venues and remote channels in markets where the regulatory and fiscal framework offers the opportunity to
generate attractive, sustainable returns.
In order to access these markets, we have developed a portfolio of
brands aimed to meet the gaming and entertainment preferences of a wide range of customers and for a variety
of occasions. Behind these brands are a range of common competencies (
e.g. hospitality, catering, machines management) and shared services (e.g. procurement, finance,
human resources, property management).
As a business operating in a highly regulated sector of
the leisure and entertainment market, three key capabilities are core to our strategy:
Customer focus
we use customer insight (based on analysis of quantitative data and qualitative intelligence) to guide service
and product evolution;
Responsible operation
the way that we look after our customers not only determines the sustainability of our customer relationships
but also our position with regard to regulators, governments and the broader communities within which we operate; and
Constructive political engagement
we work with governments and regulators to shape a regulatory and fiscal environment that supports both our own
development and responsible policy objectives.
