Last month Genting completed a multi-million pound revamp of its previously titled Cromwell Mint property, unveiling the renamed Forty Five Kensington to target a greater share of the UK’s high-end casino market.

Striving to introduce a premium venue that allows customers to enjoy a superior experience without losing that personal touch, a number of new introductions and upgrades sees the entity aim to achieve a world class gaming and a first class dining experience.

“The UK casino market is extremely competitive, particularly around London. The refurbishment and rebrand have played a key part in elevating our offering above that of the competition. Our customers enjoy a premium experience when they visit us and that idea of ‘premium’ is seen in everything we do,” Gary Moore, club director at Forty Five Kensington, said of the refurbishment.

“From the high end, boutique look and feel we’ve developed throughout, to the quality of the game play, to the expert croupiers hosting the tables alongside the new, expansive a la carte menu we have available.”

Moving on to discuss how individuals gracing the property will elevated into a premium setting: “It’s that idea of offering our customers the best gaming and hospitality in the market. From the tailored, high stakes gaming that we offer in the privacy of the Queensbury Room, to the help that is on hand from our slot hosts in the e-lounge. It’s those small touches we’ve introduced that will make a big difference to our customers experience.

There’s a demand amongst our customers for a more personalised gaming experience”

“From the moment they walk through our doors we want them to feel relaxed and well looked after by colleagues who will go that extra mile for them. That’s the personal touch we offer. And, that’s what elevates Forty Five above the rest.”

Operating in a fiercely competitive environment, and setting an ambition of delivering such a high-end experience, Moore explained why such an overhaul was necessary: “It was crucial in the sense that the UK casino market is fiercely competitive, particularly in London. The premium market is showing strong growth, therefore our strategy to target this was the impetuous behind the project. The refurbishment, re-branding and environment uplift has changed the venue beyond recognition,” he says. 

“We have a sophisticated black and gold décor running throughout the venue which makes for a stylish gaming environment with a specific identity. The offer affords the opportunity to meet premium client expectations, to capitalise on existing demand and attract new business.

“There’s a demand amongst our customers for a more personalised gaming experience, which we’ve recognised with the addition of the Queensberry Room, which hosts high-stakes games of American roulette, blackjack and baccarat in a unique setting. 

“And, we’ve updated our e-lounge with 20 state-of-the-art slot machines and ETG offering. To add that personal touch, we’ve introduced a slot host who is on hand to answer any questions or queries our customers may have during their visit along with a dedicated hospitality service. 

“Equally important is the development of our overall hospitality offering. We’ve invested heavily in our restaurant, recruited a new head chef and developed a brand new a la carte menu as well as installing a new lounge bar which boasts a comprehensive range of drinks. All of these changes are designed to provide our customers with the broadest range of choice possible in one stylish venue.”    

We want to show that we’re about more than gaming”

Adding: “The venue has a rich history that we really wanted to embrace as part of our new set-up. Originally, it was called 45 club and in the 1960s it was something of a ‘go to’ for local residents. That changed when it received its gaming licence to latterly become Cromwell Mint. 

“The refurbishment gave us an opportunity to acknowledge that history whilst developing a new brand, creating a new identity and providing our customers with a new and exciting product offering. 

“Now, as Forty Five Kensington we can offer customers a premium gaming experience and a quality a la carte menu delivered by a team of talented chefs in an intimate setting. 

“Our boutique style and high-end new look positions the Forty-Five brand head and shoulders above the competition.”

Concluding by discussing what the short and long term future holds for the property: “We want to make sure that we’re delivering a venue and product that suits the needs of the local and overseas clientele. Of course, Kensington is a relatively affluent area and we want to ensure those tastes are catered for and reflect the local environment, which I believe we are with our new premium offering. 

“The food and drink offering will continue to be important to us as we look to attract new customers to Forty Five. We want to show that we’re about more than gaming, that we’re a sociable, intimate venue where people can come to enjoy drinks or dinner in our warm boutique surroundings.”