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Our strategy

Rank's aim is to be the UK's leading multi-channel gaming operator. We are focused on building brands with the ability to deliver them via the channels our customers prefer whether that is through one of our 154 venues, or through our online or mobile solutions.

There are five components to our strategy:

1. CREATING A COMPELLING MULTI-CHANNEL OFFER

In the markets where we operate, Rank is one of the few gaming companies in a position to provide customers with a genuine multi-channel gaming offer. We have a number of key assets, including a portfolio of 154 venues, our membership-based model with approximately three million members, our loyalty and reward programmes and the high levels of engagement that our team members enjoy with customers.

 

2. BUILDING DIGITAL CAPABILITY

Rank has built strong positions in venue-based gaming which we seek to replicate across our digital channels (online and mobile). In 2015/16, our digital operations generated 13% of Group revenue, whereas digital channels now represent around 39% of Great Britain’s gambling market (excluding National Lottery). This presents a significant growth opportunity. We are in the process of enhancing our capability in this area such that we can meet the changing needs of our customers and capture a greater share of the digital market.

 

3. DEVELOPING OUR VENUES

Our casino and bingo venues remain a material part of Rank’s business, providing entertainment for millions of customers each year and generating the majority of the Group’s revenue and profits. By continuing to invest in our venues (in terms of product, environment and service) and by creating new ones, we are constantly evolving and enhancing the experiences that we offer to customers,  and in doing so growing our revenue.

 

4. INVESTING IN BRANDS AND MARKETING

The development of a group of well-defined, relevant and resonant brands is critical for the success of our ambition. Rank possesses a number of well-known brands with strong levels of affinity amongst customers. Continuing to invest in and develop these brands, alongside new ones, is an important part of increasing and sustaining revenues.

 

5. USING TECHNOLOGY TO DRIVE EFFICIENCY AND IMPROVE CUSTOMER EXPERIENCE

The customer is at the heart of our focus on increasing the use of technology in our business and driving efficiency. Improved customer experience and operating margins can help create a competitive advantage. We have identified  a number of opportunities to harness technological developments to offer our customers more engaging experiences and to achieve sustainable growth in operating margins.