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CASINO NEWS
New casino advertising guidelines
Blackpool’s
announced for UK casinos
Plan ‘B’
T
he Committee of Advertising Practice (CAP) and CAP and BCAP have developed the new advertising
the Broadcast Committee of Advertising Practice rules after a joint CAP and BCAP public consultation
(BCAP) have announced new rules for gambling which closed in September 2006.
advertisements. The rules are designed to ensure that From September, some gambling sectors such as O
fficials at a Blackpool
regeneration company insist
the future for the British
all gambling advertisements are socially responsible with betting, whose advertising is currently largely restricted seaside resort is positive despite it
a particular regard for the need to protect children and in non-broadcast media and entirely prohibited in losing out recently on the right to
vulnerable members of society. The new rules will come broadcast media, will be permitted to advertise more host the UK’s only ‘supercasino’.
into force in September 2007, in line with freely. But those advertisements will be subject to the “A casino looks less likely than
implementation of the Gambling Act 2005. new rules. before,” Doug Garrett, chief executive
the new rules are a significant relaxation of the The Advertising Standards Authority (ASA) will be of ReBlackpool, told delegates at the
previous rules, in which a casino could only state in print responsible for administering the codes, responding to World Waterpark Association’s
what its facilities were, and not promote any restaurant public concerns and ensuring that gambling ads across European Symposium, held recently
offers of live entertainment. media are compliant. If serious or repeated breaches of in the town. “However, we delivered a
From September, gambling advertising must not: the codes occur, the ASA may refer advertisers to the masterplan for the town that has lots
• Portray, condone or encourage gambling behaviour Gambling Commission and broadcasters to Ofcom to of different elements and that is still
that is socially irresponsible or could lead to financial, consider legal or regulatory sanctions. good today.”
social or emotional harm Secretary of CAP and BCAP, Roger Wisbey, says Garrett’s colleague Peter Hall has
• Exploit the susceptibilities, aspirations, credulity, “These changes to gambling regulation mark a revealed that talks are now
inexperience or lack of knowledge of children, young significant milestone in the way betting and gaming can underway with potential developers
persons or other vulnerable persons be advertised in the UK. Of paramount importance is of a more family-focused attraction,
• Suggest that gambling can be a solution to making sure that the advertising gambling restrictions which could make use of the same
financial concerns provide a high-level of consumer protection. Although Central Station site.
• Link gambling to seduction, sexual success or advertisers will enjoy more freedom to advertise their One such project is Storm City, a
enhanced attractiveness services across media, the public can be confident that 30-acre undercover entertainment
• Be likely to be of particular appeal to children or they will do so within a stringent framework that requires venue spearheaded by Norman
young persons, especially by reflecting or being all ads to be prepared in a socially responsible manner.” Wallis, a former marketing manager
associated with youth culture. of Blackpool Tower.
Substantial improvement work to
Unicum and
Cantor acquires Kismet
the town’s promenade has already
begun and plans have been
SmartGames merge
C
antor Gaming, online and mobile gaming provider, announced for sculptures along the
has snapped up The Kismet Group, a leading seafront and a ‘Northern Lights’
supplier of online gaming platforms and content. display using Blackpool’s often
U
nicum Group and SmartGames, the two major Cantor is acquiring the key gaming assets of The misty and overcast weather
Russian gaming suppliers, have signed an Kismet Group, which develops and operates premium, conditions as a backdrop for
agreement to merge in a significant move to branded online casinos using its own robust and proven projecting light and images.
consolidate its strengths of gaming manufacturing in the technology. Kismet has operated affinity agreements Acknowledging that the existing
domestic and international markets. The move has been with such partners as leading luxury UK brand, Harrods, Blackpool North train station “is not
approved by the board of directors and closed in March. to provide online gaming solutions for them in legal and a particularly pleasant way to
The new company, Unicum Gaming, will spread its regulated markets. Kismet has over 40 casino games in arrive,” Garrett also promised a new
activities across traditional and new markets, reinforcing its portfolio and will continue to develop gaming content interchange area and tramline
a position of a major gaming manufacturer and promoting as part of Cantor Gaming. extension, including links to the
its own and partners’ products in Russia and the CIS Manu Gambhir, founder of Kismet, will become town’s fast-growing airport. A
countries. Unicum Gaming’s arsenal of course includes Managing Director of Cantor Gaming, reporting to Cantor proposal for a new civic building
Unicum and SmartGames, plus a variety of products from Gaming’s President, Lee Amaitis. In his new role, Mr includes a glazed roof through which
the world’s leading manufacturers – Atronic, WMS, Bally, Gambhir will be responsible for managing the day-to-day the landmark tower can be viewed.
Konami, Aristocrat, AGT and AGI. Together with strong operations of Cantor Gaming’s online gaming business In the same area, an extension to
partner and distribution agreements the new company and the development of Cantor Gaming’s proprietary the Houndshill Shopping Centre is
has inherited a solid network of service centres and gaming technology and content. Tom Kenny, in his new already in progress.
representative offices in Russia and the CIS. role as Director of Business Development and Sales and It appears talk of the casino
The company is headed by Boris Belotserkovsky, Kevin Burman, Head of Product Development, will report alone has been a sufficient catalyst
Unicum’s President. The CEO position is taken by Valery directly to Mr Gambhir. for change across the resort, and
Klesov, Chief Executive Officer of SmartGames. Peter Commenting on the acquisition, Lee Amaitis said: all agree it is long overdue. Although
Moffitt , Vice President of Gaming and Chief Technology “This acquisition is the latest initiative to ensure we offer it still attracts millions of visitors
Officer of Unicum, will continue serving as the head of our partners and potential partners the best possible each year, they do not tend to stay
Unicum Gaming’s research and product development. solution in the online gaming market. We are excited in Blackpool for the length of time
Sales and marketing will be lead by Lyubov Loginova. about the possibilities that this acquisition represents.” they once did.
2 APRIL 2007
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