MGM executive to reveal how political climate forced closure of online brand
This article comes from Highwaygames.com
The legal and political climate in the United States and its impact on stifling the development of otherwise successful online gambling brands will feature in the presentation being made by James Hilton, marketing director of MGM Mirage Online at the upcoming Marketing and Advertising in Gaming and Gambling Conference (Earls Court Conference Centre, 24th and 25th June).Mr Hilton's presentation, which will comprise a case study analysis covering the strategies employed by the company to establish PLAYMIRAGE.com, comes just days after the company revealed that it would discontinue operations of the Isle of Man-based online casino as of 30 June, citing what it referred to as the 'unclear' legal and political climate in the US and several other countries around the world.
Hilton explained "We set out to demonstrate that online casino gaming could be implemented with the same degree of integrity as land-based operations. I am proud of our achievements in establishing a working model, which incorporated all of the proper checks in relation to jurisdictional control, age, security and responsible gambling. I believe that since our 2001 launch we were successful in creating a clean, strong online brand whose twin hallmarks were integrity and probity."
He added "The decision to discontinue operations means that I am now able to be far more candid about our marketing activities in my presentation than I would previously have been allowed due to the commercial sensitivity of data."
MGM Mirage, which holds a Nevada Gaming Licence, confirmed that it has not closed the door on online gambling, but is waiting for the political climate to change, when it will return to the fray.
James Hilton is one of 25 leading speakers addressing the two-day conference which will cover a broad range of commercial issues including brand development, how to expand the customer base and strategies to increase spend per head.
For more information on the Marketing & Advertising in Gaming & Gambling Conference, including a full speaker programme and online registration, call +44 (0) 20 7713 0302 or visit www.ATEOnline.co.uk/conferences.
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