Following the 10th anniversary of UK operator Casino Kings, we spoke to Daniel Shannon, the Head of Marketing & SEO at the operator as he discussed how it has evolved in the UK market and key player trends that could shape the nation’s gambling industry in the years ahead.
How did the move to acquire Casino Kings come about, and what attracted your company to this specific platform?
When I joined the company, it was operating in unregulated crypto markets. Having worked in the UK market for over 12 years, I have extensive experience in brand management within this sector. We were seeking a brand with a strong name in a regulated market, and Casino Kings fitted that profile perfectly.
How does the company plan to attract new and returning customers to the rebranded Casino Kings platform?
We’ve just launched our new affiliate program to attract affiliates who will promote us, with the goal of building long-lasting partnerships. In addition, we are heavily investing in marketing efforts across the UK to strengthen the brand’s name and reach new audiences.
Casino Kings has been active in the UK for a decade now, how has the UK igaming industry evolved over the course of those 10 years?
Over the past decade, the UK igaming industry has seen stricter regulations, technological advancements, and a shift towards mobile gaming, with a stronger focus on responsible gambling. I believe all of the above has been for the better.
Can you tell us more about the key player trends that you believe will shape the UK market in the coming years?
I believe in the coming years, player personalisation, crypto adoption and a growing demand for enhanced mobile experiences will shape the UK market.
As the UK Gambling Commission increases focus on player protection and affordability, how will Casino Kings adapt to comply with upcoming changes to UK regulation?
Here at Casino Kings we will enhance player protection tools, adopt affordability checks, and implement data-driven strategies to comply with evolving UK regulations.
How crucial is it that there is a balance found between effective regulation and enabling the industry with the ability to innovate?
Striking this balance is essential—effective regulation ensures player safety, but room for innovation is key to keeping the industry dynamic and competitive. I’m keen to think outside the box in this industry.
What strategy will the company take to ensure that Casino Kings continues to grow within the UK market and beyond?
Really focusing on overall brand management will be the main aim in the next 12 to 18 months, we will focus on optimising player retention, exploring new markets, leveraging data analytics, and expanding affiliate partnerships to ensure long-term growth.