Virgin Gaming officially launched
July 2, 2004
The much anticipated Virgin Gaming site has launched, with Wagerlogic
as a business partner as well as software provider. And the intent
is to add a sportsbook once a suitable partner can be found.
Virgin's new online casino launched this week led by Simon Burridge,
previously a managing partner of advertising agency J Walter Thompson
and Oscar Nieboer a former vice-president of MGM Mirage online.
This is Virgin’s first outing into this industry sector since
the unsuccessful attempt to take over the management of the Camelot
UK National Lottery in 2000.
Burridge has explained further the aim of the project, which intends
to concentrate on an entertainment angle, rather than a purely financial
focus:
“Most websites have a rarified offer for the few rather
than an entertainment-based offer for the many. Too much of it is
about money rather than entertainment, and that’s where we
hope to score. We see ourselves as an entertainment brand rather
than a gambling brand.”
He also cited the findings that housewives are a steadily increasing
demographic for the online gambling industry, as a solid example
of why this entertainment-based strategy is a strong pull in a busy
marketplace, “It’s aimed at those who want to
spend half an hour having fun while not having to risk too much
money. It’s about giving people an enjoyable time even if
they lose.”
The site offers traditional gambling games such as poker, bingo,
black jack, roulette and slots, and is hoping to find a partner
that will enable them to also offer the option of sports betting.
The company has secured a fixed-odds betting license in Britain,
as well as a casino license in Alderney and the IOM.
WagerWorks will be sharing future profits of the site, as a result
of the outlay they have made in the investment in back-end systems,
but the business will be wholly owned by Virgin. It is thought that
links will be made between the gambling site and other Virgin brands,
as players could earn Virgin airmiles, or points which could be
used in purchasing Virgin wines, or train tickets. As Virgin are
also currently the only UK airline to offer direct flights to Las
Vegas, it is also on the cards that flight passengers may also be
able to play Virgin Games during flights on the airline. Although
this new brand for Virgin is a significant entry into the gambling
industry, Simon Burridge did point out that there are no future
plans for expanding the online arm by developing any land casinos
for the company.
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