On 23 September 2024, the Rank Group announced a significant addition to its leadership team by appointing Chris Edgington as the new Chief Marketing Officer (CMO) for its largest subsidiary operation, Grosvenor Casinos. This move follows Edgington’s recent tenure as Chief Customer Officer at ATG Entertainment, solidifying his reputation as a seasoned expert in marketing and customer experience across the gaming and entertainment industries.

The Rank Group Welcomes Chris Edgington as Chief Marketing Officer for Grosvenor Casinos

This appointment arrives at a time when Rank Group is riding a wave of positive financial performance, with its Net Gaming Revenue (NGR) increasing by 9% to £734.4 million ($973.9 million) for the financial year ending 30 June 2024. Similarly, Grosvenor Casinos reported a 9% year-on-year increase in NGR, reaching £331.3 million, showcasing sustained momentum after strong Q1 figures were revealed in October 2023.

A Strategic Leadership Addition to Build on Grosvenor’s Recent Growth

The Rank Group, headquartered in Maidenhead, has long been a key player in the UK’s casino and bingo markets through brands like Grosvenor Casinos and Mecca Bingo. The company’s strong market position has allowed it to foster consistent growth, but the appointment of Edgington signals a renewed focus on strategic marketing to further enhance customer engagement and drive future expansion.

Edgington steps into the role with a wealth of industry experience. His career spans over a decade of senior marketing roles at gaming giants like Ladbrokes and William Hill, as well as his more recent C-Level responsibilities at ATG Entertainment. This diverse background equips him with an acute understanding of both digital and traditional marketing strategies, positioning him to lead Grosvenor Casinos into a new era of customer-centric operations.

The Vision for Grosvenor Casinos’ Future Growth

In a statement regarding his new appointment, Edgington emphasized his enthusiasm for joining Grosvenor Casinos at such a pivotal time:

“The Grosvenor brand is iconic in the gaming industry and I am delighted to join Mark and his executive leadership team to help accelerate the growth program. I have already been impressed by the scale and clarity of the ambitions at Grosvenor, and I am looking forward to joining a talented team that is focused on delivering a first-class customer experience.”

Chris Edgington’s Career and Expertise

Edgington brings over nine years of gaming industry marketing experience to his new role. His career includes stints at some of the biggest names in the business, such as Ladbrokes and William Hill, where he honed his skills in customer acquisition, retention, and engagement strategies. His expertise spans multiple disciplines, including digital marketing, brand management, and customer lifecycle management—all of which are integral to Grosvenor’s marketing objectives.

In addition to his gaming experience, Edgington has also served as Vice President of Marketing at P&O Cruises, broadening his understanding of consumer behavior across different sectors. This blend of skills enables him to approach the challenges facing Grosvenor Casinos with fresh insights and innovative solutions, helping the brand to stay competitive in a fast-evolving market.

Rank Group’s Financial Success: A Solid Foundation

The Rank Group’s financial performance in 2024 has been nothing short of impressive. Reporting a 9% increase in group NGR, the company has demonstrated its resilience in the face of market challenges. This growth was driven by strong performances across multiple divisions, with Grosvenor Casinos contributing significantly to the group’s bottom line. The casino subsidiary saw its NGR rise to £331.3 million, reflecting a similar 9% increase year-on-year.

This growth has been supported by continued investment in digital transformation, which has allowed Rank to streamline operations and deliver an enhanced customer experience both online and in physical venues. The company’s focus on customer engagement and data-driven insights has been critical to its ability to maintain profitability and sustain long-term growth.

Grosvenor Casinos: A Dominant Player in the UK Market

With over 52 venues spread across the UK, Grosvenor Casinos remains a dominant force in the country’s gaming landscape. The brand is well-known for its premium customer experience, which combines high-quality casino gaming with world-class hospitality. In addition to its brick-and-mortar locations, Grosvenor has successfully expanded its online offering, providing players with a seamless experience across multiple channels.

As the new CMO, Chris Edgington will be responsible for strengthening the brand’s customer proposition across all touchpoints, ensuring that the company continues to meet the evolving needs of its audience. His focus will be on driving growth through enhanced customer loyalty programs, personalized marketing campaigns, and innovative promotional strategies.

Mark Harper on the Appointment of Edgington

Mark Harper, Managing Director of Grosvenor Casinos, expressed his excitement about Edgington’s appointment: “Chris joins us at a pivotal time for the Grosvenor business as we look to build on our recent strong results by delivering a compelling customer proposition across all of our venues.

Chris brings extensive experience, having led the marketing function of many consumer brands, including leading gaming companies, and his insight and energy will help us to deliver our ambitious plans more effectively.”

Harper’s remarks underscore the significance of Edgington’s role in helping Grosvenor Casinos achieve its long-term strategic objectives. By leveraging Edgington’s experience, the operator aims to solidify its leadership position in the UK market while also exploring new avenues for growth, both in terms of product innovation and geographic expansion.

The Road Ahead for Grosvenor Casinos

With Edgington at the helm of marketing, Grosvenor Casinos is well-positioned to navigate the next phase of its evolution. The operator’s focus on customer experience, coupled with its strong financial performance, provides a solid foundation for continued growth. Moving forward, the company is expected to place increased emphasis on digital transformation, customer insights, and sustainable business practices, all of which will play a critical role in driving its future success.

Conclusion: The Appointment

The appointment of Chris Edgington as Chief Marketing Officer for Grosvenor Casinos marks a new chapter in the company’s growth journey. With his extensive experience in the gaming and entertainment sectors, Edgington is poised to lead the brand into its next phase of development, building on the solid foundation laid by Rank Group’s recent financial achievements.

FAQs About Chris Edgington’s Appointment as Chief Marketing Officer for Grosvenor Casinos

1. Who has been appointed as the new Chief Marketing Officer (CMO) for Grosvenor Casinos?

Chris Edgington has been appointed as the new Chief Marketing Officer (CMO) for Grosvenor Casinos, effective from 23 September 2024.

2. What was Chris Edgington’s previous role before joining Grosvenor Casinos?

Before joining Grosvenor Casinos, Chris Edgington was the Chief Customer Officer at ATG Entertainment. He has also held senior marketing roles at companies like Ladbrokes, William Hill, and P&O Cruises.

3. When will Chris Edgington officially take on his new role as CMO at Grosvenor Casinos?

Chris Edgington will officially step into his new role as CMO on 23 September 2024.

4. What financial achievements has the Rank Group, Grosvenor Casinos’ parent company, recently reported?

The Rank Group reported a 9% increase in Net Gaming Revenue (NGR), reaching £734.4 million for the financial year ending 30 June 2024. Grosvenor Casinos also reported a 9% year-on-year increase in NGR to £331.3 million.

5. What will Chris Edgington focus on in his role as CMO?

As CMO, Chris Edgington will focus on enhancing Grosvenor Casinos’ customer experience, driving growth through personalized marketing campaigns, and strengthening customer loyalty programs across all venues.

6. How does Chris Edgington’s experience benefit Grosvenor Casinos?

Chris Edgington brings over nine years of marketing experience in the gaming industry, having held senior positions at Ladbrokes, William Hill, and ATG Entertainment. His expertise in customer acquisition, digital marketing, and brand management will be instrumental in driving Grosvenor Casinos’ growth strategy.

7. What did Chris Edgington say about joining Grosvenor Casinos?

Chris Edgington expressed his excitement about joining Grosvenor Casinos, describing the brand as iconic and highlighting the clarity of its growth ambitions. He looks forward to working with the leadership team to accelerate the company’s development.

8. What did Mark Harper, Managing Director of Grosvenor Casinos, say about Edgington’s appointment?

Mark Harper praised Chris Edgington’s extensive experience and stated that his insight and energy would help Grosvenor Casinos deliver its ambitious plans more effectively.

9. How many venues does Grosvenor Casinos operate?

Grosvenor Casinos operates over 52 venues across the UK, making it one of the largest casino brands in the country.

10. What is the significance of Edgington’s appointment for Grosvenor Casinos?

Edgington’s appointment comes at a pivotal time as Grosvenor Casinos seeks to build on its recent financial success and enhance its customer proposition, ensuring it remains a leader in the UK gaming market.