Genting Alderney has spent 18 months putting the building blocks in place and now it is seeking to establish itself as the UK’s number one destination for live casino – online and off.

Genting Alderney runs the online casino for one of the world’s biggest land-based casino groups. There are five public companies listed in three jurisdictions that operate under the Genting brand. It has 58,000 employees working at casinos across Asia, the US and the UK. Just two weeks ago, Genting Alderney was brought into line with its sister companies Genting UK and Resorts World Birmingham, under the shared ownership of Genting Malaysia.

The move had two driving factors, says Genting Alderney managing director Peter Nolan. Firstly, deregulation of online gaming in Asia is not happening as fast as the group had hoped when it launched the website. Secondly, the UK point of consumption tax added an additional cost burden, which has its greatest impact on marketing.

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