In a strategic pivot designed to reinvigorate its reputation and allure a diverse range of players, Crown Resorts has introduced an innovative Premium Player Program at its prestigious Crown Melbourne and Crown Sydney casinos. Notably, the exclusion of Crown Perth underscores the significance of this move as the company endeavors to recover from the shadows cast by the Finkelstein Royal Commission and the Bergin Inquiry.
Elevating Standards Through Stringent Eligibility and Regulatory Synergy
Breaking from past practices, Crown Resorts has opted for a hands-on approach by directly managing the Premium Player Program, sidestepping the involvement of junkets or agents, according to a report by Inside Asian Gaming.
The eligibility requirements for participation in this program are notably rigorous, extending invitations exclusively to players from specific countries. This development showcases a collaborative effort between Victoria and New South Wales regulators and Crown Resorts to ensure strict adherence to post-inquiry regulations.
A Strategic Response to Scandal: Discontinuing VIP Rolling Chip Programs
Crown Resorts’ decision to cease its international VIP rolling chip programs was prompted by the intense scrutiny following the Finkelstein Royal Commission and the Bergin Inquiry. These investigations exposed alleged links between Crown’s former junket partners and Asian criminal syndicates. Moreover, the arrest of Crown Resorts staff in 2016 for illegal gambling promotions in mainland China exacerbated the crisis.
Ciarán Carruthers’ Vision for Responsible Gaming and Sustainable Growth
Crown Resorts has undergone a remarkable transformation since those tumultuous times. An overhauled Board of Directors, a fresh senior management team, and a new ownership structure, led by The Blackstone Group, have collectively propelled Crown Resorts towards a renewed commitment to ethical conduct and responsible gaming.
At the helm for the past year, CEO Ciarán Carruthers has been a driving force behind this transformation. From the outset, Carruthers emphasized the company’s dedication to engaging exclusively with “approved” or “qualified” individuals, distancing Crown Resorts from the world of junkets. He also unveiled plans to welcome international guests back while upholding stringent Know Your Customer (KYC) and Anti-Money Laundering (AML) controls.
Embracing a New Era: The Launch of the Premium Player Program
It is evident that the future envisioned by Carruthers has arrived. The introduction of the Premium Player Program signals Crown Resorts’ readiness to embrace a new era characterized by transparency, responsibility, and a commitment to delivering a world-class gaming experience. As this program unfolds, all eyes in the industry will be on how it shapes the casino operator’s trajectory and whether it can regain its stature as a prominent player in the field.
In a gaming landscape marred by past controversies, Crown Resorts’ bold move stands as a beacon of change, setting new standards for the industry and reinforcing the commitment to responsible gaming and integrity. Only time will tell whether this audacious step will lead to a triumphant resurgence for the Crown Resorts brand.
