Our strategy

Rank's aim is to be the UK's leading multi-channel operator. The Group looks to meet this goal through delivering against its five strategic pillars:


1. Creating a compelling multi-channel offer

Leverage Rank's unique position to provide a true multi-channel gaming offer

2017/18 priorities

  • Trial and subsequent roll-out of single account and wallet in Grosvenor Casinos
  • Dual play, the live streaming of retail games through the Group's digital channels
  • Roll-out of affiliate programme for Grosvenor Casinos
  • Increased use of self-service terminals in Mecca
  • Mobile ordering of food and beverage in Mecca


2. Building digital capability

Significant growth opportunity for the Group

2017/18 priorities

  • Digital Enracha offer,, to be relaunched with a full marketing programme
  • Launch of Luda's digital offer
  • New digital brand, Bellacasino, launched in July 2017
  • Launch of new Live Casino app, in August 2017
  • Go-live of new digital content management system
  • New Android apps in Google Play store


3. Developing our venues

Venues are a material part of the Group's business

2017/18 priorities

  • Launch Luda retail with first venue opened in August 2017 and a further two sites to be open by December 2017
  • Continue to utilise unused casino licences where possible
  • Identify alternative casino venue locations
  • Refurbishments under the new London casino strategy
  • External refurbishment of Mecca Beeston and a new food and beverage offer
  • Review and develop gaming machine offer in retail bingo venues to help drive new customers
  • Roll-out of new bingo concepts to additional bingo venues
  • Develop and trial a new concept casino experience


4. Investing in our brands and marketing

Rank possesses a number of well-known brands

Look to develop new brands

2017/18 priorities

  • Investment in Mecca digital marketing
  • Digital marketing through further high-profile sponsorship deals
  • Launch of new customer relationship management system, Adobe Campaign, to provide more timely and personalised customer communications
  • Roll-out of replacement loyalty system across Grosvenor's casino estate


5. Using technology to drive efficiency and improve customer experience

Look to improve customer experience and operating margins to create a competitive edge

2017/18 priorities

  • Review electronic roulette pricing and number of units in casino estate to improve efficiency and suitability of offer
  • New rostering system to be implemented in both the casino and bingo retail estate to improve labour efficiencies
  • Full suite of Neon applications (as per Stockport trial) to be rolled out across entire casino estate
  • Refurbishment of 5,100 Mecca Max units across Mecca's retail estate
  • Increased use of self-service terminals in Mecca
  • Planned roll-out of electonic baccarat and additional side bets on electronic roulette