The Stage

Branson in bid to turn Virgin brand to casinos

Published Thursday 25 November 2004 at 13:05 by Ruth Gillespie

Richard Branson is in talks with leading British and American casino operators to discuss deals aimed at putting the Virgin brand name over one or more of the new Las Vegas-style venues to be permitted when the gaming bill becomes law.

The business tycoon recently became a member of the British Casino Association and ten weeks ago launched an online gaming operation that has already attracted more than 35,000 customers. Industry insiders have interpreted the developments as signs that Branson is preparing to open large-scale casino and entertainment complexes in the UK. He has previously bid to operate the National Lottery.

A spokesperson confirmed Branson has received approaches regarding the move but said the company would be more likely to open “one or two special sites” rather than a chain of venues across Britain.

He added: “We have been approached by several companies on the issues but we have not made any decisions. We are looking at the possibility of whether or not it is the right thing to do.”

The Virgin brand is highly attractive to operators, who want to appeal to both experienced gamblers and to novices, because it is already established as a household name through its mobile phones, records, financial services and airlines.

However, international conglomerates hoping to take advantage of the relaxation in gaming laws in the UK suffered a blow last week following the government’s announcement that the initial number of large-scale casinos would be limited to eight. Las Vegas operators such as MGM Mirage and Las Vegas Sands originally hoped for a ceiling of more than 20.