Date: September 26, 2023, 09:59 AM 

Last updated: September 26, 2023, 09:59 AM

Crown Resorts, the Australian casino giant, has faced numerous regulatory shortcomings in recent years, resulting in significant fines. However, the company is now entering a new chapter with a focus on non-gaming attractions and a fresh brand identity. Crown Resorts, owned by billionaire James Packer, operates three casino resorts in Australia, along with other properties in London and a stake in the Nobu brand. Despite its regulatory troubles, the company has retained its gaming licenses under close government monitoring. Crown Resorts is the largest gaming operator in Australia, ahead of rival Star Entertainment.

Following fines totaling A$680 million (US$436 million) for various regulatory failures, Crown Resorts continues its operations under strict government supervision. The company’s acquisition by Blackstone, a US-based private equity firm, has provided stability and a new direction. Crown Resorts is now rebranding with a focus on bringing joy, energy, and life into its cities, prioritizing non-gaming attractions, nightlife, and hospitality. The new direction aims to enrich tourism experiences and rebuild the company’s reputation.

The CEO of Crown Resorts, Ciarán Carruthers, emphasizes the company’s vision to enrich cities through tourism, employment, world-class entertainment, hospitality, retail, and dining experiences. The latest advertising campaign, titled “Here’s Where Things Get Interesting,” showcases the company’s diverse offerings, including dining, entertainment, pools, spa services, bars, and luxury accommodations. Notably, the campaign does not feature casino gaming, signaling a shift in Crown Resorts’ focus.