Special report: Land-based casinos and the rise of igaming

Focus Gaming News spoke with industry experts, executives and leaders about the future of land-based casinos amid the rise of online gambling.

Special report. In April, Sweden’s last remaining land-based casino, Casino Cosmopol, closed its doors. This marked the end of an era, mainly due to a steady drop in revenue and visitors in recent years as online gambling became more popular.

With this context in mind, Focus Gaming News spoke with Anders Dorph, director, Danish Gambling Authority (Spillemyndigheden) and chair, Gambling Regulators’ European Forum (GREF); Per Jaldung, managing director, Casinos Austria International, honorary president, European Casino Association, and former CEO, Casino Cosmopol; Harper Ko, president, International Association of Gaming Regulators (IAGA); Shaun McCamley, founder and managing partner, Euro Pacific Asia Consulting Ltd (EPA); Debra Nutton, board member, executive coach and gaming consultant; Navtej Sandhawalia, chief compliance and risk officer, Niagara Casinos; Simon Thomas, executive chairman, Hippodrome Casino Ltd; Riaan Van Rooyen, hospitality and casino executive; and Steven Wolstenholme, board member of several Asian integrated resorts and former CEO, Hoiana (Vietnam). The goal was to understand how land-based casinos and igaming might work together, how integrated resorts are changing tourism, and what the industry needs to learn in a digital-first world.

How land-based casinos are reinventing themselves in a digital age

Since the advent of online gambling in the 1990s, when in 1994 the first virtual casino, powered by Microgaming, launched in Antigua and Barbuda, and following the surge that accelerated during the Covid‑19 pandemic, land‑based casinos appear to have ceded ground. The years of glamour and social status, the busy rooms and the ritual visits to the great gaming halls, seem to belong to another age. Today, that lustre feels a distant echo in the face of the relentless growth of igaming, which has transformed leisure for millions and permanently altered the relationship between player and casino.

Yet this narrative of decline does not tell the whole story. Far from disappearing, the land‑based sector has embarked on a profound transformation, adapting to the digital age and redefining its value proposition. The rise of online platforms and the acceleration of digitisation during the pandemic have forced operators to reinvent themselves—integrating technology, innovation, and personalised experiences to attract new generations of players. Today, casinos offer more than games; they have become centres of entertainment, gastronomy, and culture, with the customer experience at their core. This evolution is not a capitulation but an intelligent response to the times, in which the coexistence of physical and digital opens a broad spectrum of opportunities for the sector.

Riaan Van Rooyen foresees the future of casinos as environment-rich ecosystems rather than confined venues. “I don’t see a battle between land-based casinos and igaming, I see convergence,” he explains. “The physical floor will remain the emotional heart of the brand, but mobile and online platforms will extend that heartbeat into players’ daily lives.” Shaun McCamley echoes this vision, noting that physical casinos will become experiential hubs, while online platforms extend the brand reach, ensuring 24/7 engagement with customers. He adds: “Land-based casinos will remain the anchor of the global gaming industry, but their role is evolving. Five years from now, they won’t just be about gaming floors—they’ll be about delivering immersive, entertainment-driven experiences that seamlessly complement online and mobile play.”

Debra Nutton highlights that land-based casinos offer irreplaceable social atmospheres. “Land-based casinos will continue to thrive because they offer something online and mobile gaming cannot: a destination experience. People do not just come to a casino to gamble; they come for the excitement, the social atmosphere, the energy of the floor, and the opportunity to connect with friends.”

Navtej Sandhawalia predicts a seamless omni-channel experience. “I don’t believe that land-based casinos will disappear; rather, they will evolve to better engage with customers in a digital-first world.”

Simon Thomas stresses how regulatory modernisation and on-site investment bolster the West End casino model. “The combination of national reform, investment on site, and active civic engagement is how land-based casinos will succeed over the next five years.” Steven Wolstenholme adds: “To revitalise the appeal of land-based casinos in a hybrid market, operators must embrace innovations typically associated with online gaming, such as hybrid casino tournaments, flexible betting options, and integrated technological experiences. By doing so, land-based casinos can create unique and engaging environments that provide experiences which simply cannot be replicated online.”

Attracting a younger audience: the key to survival?

Casino operators face growing competition not only from igaming but also from new entertainment alternatives. Riaan Van Rooyen emphasises the key is to reimagine casino floors to engage younger players acclimatised to Fortnite, Twitch, and TikTok. He says: “We need to reimagine the floor as a social, gamified arena: interactive leaderboards, team play, hybrid tournaments, and even AR overlays.

“I remember visiting a property where slot players could compete against their friends in real time, with their scores broadcast on giant screens. It shifted the energy completely. But innovation alone isn’t enough. Today’s players demand authenticity, inclusivity, and responsibility. They want to see sustainability, mental health support, and genuine, responsible gambling tools, not token gestures. The strategy is radical but simple: build environments that are transparent, social, and unforgettable.”

Shaun McCamley advocates positioning casinos as social and cultural hubs blending gamification, smart technology, and lifestyle attractions such as esports and dining. He highlights: “Younger generations are driven by experience, choice, and community rather than just the games themselves.” Meanwhile, Debra Nutton says operators should focus on “creating environments that are welcoming, memorable, and distinct from digital platforms. That means prioritising exceptional service, unique offerings, and modern design. Younger generations want experiences, not just transactions—they want to feel part of something. Wynn Resorts is a perfect example of this: fine dining, entertainment that sets a global standard, and an attention to guest needs that is second to none. That kind of integrated approach keeps people coming back because it feels special and cannot be replicated online.”

Navtej Sandhawalia underlines diversification into live entertainment and integrated digital tools such as cashless gaming and unified loyalty programmes, urging a broader offer to remain competitive.

Simon Thomas characterises the Hippodrome as a “festival” of linked experiences—from poker rooms to theatre and rooftop bars—with a focus on operational excellence and community integration. “A stronger slots floor, a serious on-site sportsbook, restaurants and bars people recommend… all in a secure environment – the on-property experience offers range and momentum that digital cannot match.”

Are IRs the inevitable future?

While most experts agree that the future of casinos will be irrevocably linked to that of IRs, several assert that gaming rooms will continue to attract a specific audience that enjoys a different experience. Van Rooyen warns: “IRs will dominate global tourism because they offer what online never can: multi-sensory immersion. But that doesn’t mean smaller, stand-alone halls will vanish. Instead, they will need to mutate. A hall in a regional town can’t out-compete mobile betting, but it can thrive if it becomes a hyper-local hub, blending local food, culture, and music with digital links to broader tournaments. The middle ground – casinos that are neither IRs nor community-driven – will fade. The future will be split: macro (IRs as global icons) and micro (boutique halls with identity and purpose). In both cases, the winners will be those who embed integration, innovation, and responsibility into their DNA. Anything less will be irrelevant. Casinos that cling to nostalgia will become museums. Those that embrace integration, purpose, and experience will define the next era of entertainment.”

Sandhawalia says operators of all sizes must innovate and expand their offerings to remain competitive. “There will still be a market for smaller casinos in more intimate communities. But, even these smaller venues will need to offer more than just gaming—perhaps a bar or other food and beverage options to attract and retain customers.” In a similar manner, Debra Nutton says that IRs represent the strongest growth path for the industry, but stand-alone casinos will not disappear: “There will always be markets where local gaming halls thrive because they serve a different need.” Meanwhile, Simon Thomas argues that in Britain, IRs are not inevitable; rather, strong partnerships and credible investment within urban neighbourhoods form the practical path.

The tourism multiplier

For Van Rooyen, IRs have transformed the competitive set. He points out: “When I first walked through Marina Bay Sands, it struck me: we are no longer in the casino business, we are in the destination creation business. That shift has profoundly reshaped global tourism. IRs turned travel itself into a layered lifestyle journey: not just a hotel stay or a gaming trip, but an all-in-one immersion where guests can shop, dine, attend a concert, explore culture, and do business alongside gaming. This redefined how people travel.”

According to Van Rooyen, tourists now expect destinations to be multi-dimensional, with luxury, entertainment, and cultural immersion bundled into one trip. He says: “Cities like Singapore, Macau, and Las Vegas no longer compete as ‘casino hubs,’ but as global lifestyle capitals. Governments, in turn, have embraced IRs as engines of GDP growth, tourism diversification, and even national branding, on par with airports or convention centres. The trend now moves toward purpose-driven tourism. The next generation of IRs will be judged not only by how many visitors they attract, but by how they contribute, through sustainability showcases, cultural guardianship, or tech-driven innovation. That’s the real transformation: tourism evolving from leisure consumption into meaningful engagement, with IRs at the centre of that shift.”

Nutton sees IRs as a durable growth engine. “IRs have transformed global tourism by creating destinations where gaming is just one piece of the puzzle… These properties elevate tourism and turn cities into true international destinations.” McCamley agrees and adds that this transformation “has elevated gaming cities into must-visit global destinations, creating a tourism multiplier effect, where visitors come for concerts, food festivals, and shopping as much as for gaming.”

Sandhawalia draws lessons from Las Vegas’s successful diversification and Macau’s rebranding efforts, emphasising the importance of appealing to broader audiences to sustain growth.

Simon Thomas, meanwhile, explains that London’s model operates like an IR within urban constraints, emphasising partnerships with theatres, restaurants, and hotels to provide a seamless visitor experience. “Range, innovation, investment, and strong local partnerships are why the model works here.”

Personalisation and experience-driven stays

In an increasingly connected world where everything is ephemeral and big brands compete for people’s attention, personalising experiences is key, and the gaming industry is no stranger to this phenomenon. This is how Van Rooyen puts it: “Personalisation is no longer optional, it’s the survival code. Guests want to feel like the entire resort is curating a story just for them. I stayed at a property once where my loyalty data was used to anticipate my dining preferences; the app suggested a table at a restaurant I had browsed weeks earlier. That’s the future: AI-driven concierge services, predictive offers, and seamless blending of wellness, culture, gastronomy, and gaming. Resorts must become more than hosts; they must become narrative designers.”

In a similar manner, McCamley projects a move toward hyper-personalised lifestyle ecosystems tied to the property brand. “The key is to anticipate guest needs and design experiences that feel unique and shareable. Beyond gaming, resorts should think in terms of lifestyle ecosystems: wellness, entertainment, gastronomy, and culture, all seamlessly tied to the property brand. The winners will be those who understand that guests are not just players—they’re travellers seeking memorable, authentic experiences,” he says.

Nutton cites Wynn Resorts as a leader in crafting luxurious, tailored guest journeys. Sandhawalia stresses bespoke offerings for diverse tastes, from culinary to eco-focused experiences: “Casino resorts need to have a wide variety of offerings available for all tastes. Whether it’s culinary, wellness, eco-focused, entertainment, or otherwise, those resorts that can provide unique experiences for their customers will be the ones that succeed.”

Simon Thomas outlines Hippodrome’s engagement in London’s cultural scene and its variety of venues, allowing visitors to design their own unique night out. He explains: “The Hippodrome is widely recognised as one of the top ten things to do in London during a trip. This matters because choice is what drives experience-led travel.”

Lessons from Sweden: Risks and regulatory challenges

Beyond commercial considerations, the evolving gambling landscape demands urgent attention to regulatory changes, illicit gaming activities, and player protection. Sweden’s closure of all land-based casinos highlights not only market shifts but also the critical need for robust frameworks that can effectively oversee a rapidly digitalising sector. Harper Ko says: “Casino closures bring about the familiar policy concerns of loss of employment, diminished tax revenue, and reduced economic activity in adjacent sectors like tourism. In Sweden’s case, the impact may be partially mitigated by the fact that Svenska Spel operates as a government monopoly, potentially allowing for more coordinated responses to these disruptions. However, the underlying dynamics or shifting consumer behaviour, digital acceleration, and regulatory recalibration are not unique to Sweden.

“As to the concerns regarding illegal gaming, the pivot to digital gaming brings with it heightened risks of illegal activity.  As access to online platforms expands, so too does the reach of unlicensed operators who exploit jurisdictional gaps and regulatory blind spots.  Legislatures and regulators face the challenge of enforcing oversight in a borderless digital environment, often constrained by local legal frameworks that were not designed for this level of complexity.

“Combating illegal gambling requires a multi-agency, cross-border approach. Financial institutions, law enforcement bodies, privacy regulators, and gaming authorities must coordinate efforts to detect, disrupt, and deter illicit activity. At IAGA’s recent Annual Summit in Berlin, this issue was front and centre—particularly during the launch of our Sports Wagering Integrity Coalition, which convened regulators alongside senior leaders from major sports leagues and sport governing bodies. The consensus was clear:  protecting the integrity of the market demands collaboration, transparency, and public education.

“As gaming moves online, regulators and operators must also ensure that the shift does not inadvertently exclude certain player segments—particularly those who may lack digital literacy, access to technology, or trust in online platforms. Inclusive design, multilingual support, and responsible onboarding practices will be essential to maintaining equitable access.

Per Jaldung sees the closure as disruptive but not irreversible, highlighting the ongoing demand for land-based social experiences if operating conditions are reasonable. He explains: “I see Sweden as an outlier rather than a trendsetter. Most European markets value land-based casinos for their economic and social contribution.”

And adds: “There is a steady demand for land-based casino services, and the question is who will benefit from this demand (because it is not going to vanish), is it regulated and licensed operators or illegal and foreign operators? However, in the end, there need to be reasonable operating conditions and tax levels that make sense and that make it possible for land-based casinos to keep employees, maintain high-class venues, renew concepts and offers and still make a profit. If we innovate and also make it a point to use technology integration, physical casinos can remain relevant alongside digital gaming.

“Associations must strengthen their advocacy for fair regulation, a level playing field between land-based and online operators as well as strong models to counter illegal competition taking a large share of the pot from the legal market and thereby the tax authorities. They will also play a bigger role in sharing best practices, supporting innovation, and guiding members through complex issues such as responsible gaming, AML, compliance, and digital transformation going forward.”

Anders Dorph adds: “This decision is indicative of a broader shift — particularly in Northern Europe — where the gambling landscape is becoming increasingly digital. Sweden, in fact, had the highest share of online gambling in Europe in 2024, so the move is consistent with ongoing market dynamics.”

Steven Wolstenholme advocates hybrid coexistence and regulatory adaptability to balance online and physical gambling. “The future is likely to see land-based and online gaming coexisting, creating a broader appeal that addresses both the opportunities presented by digital platforms and the concerns associated with visiting physical establishments. This evolution offers a significant chance to re-engage a larger audience with gaming, particularly as the traditional allure of land-based casinos has been somewhat diminished by their emphasis on mid to high-level minimum bets,” he says.

Ko sums up: “Ultimately, Sweden’s experience underscores a broader imperative:  digital transformation must be accompanied by regulatory modernisation, stakeholder coordination, and a commitment to consumer protection.  The global gaming industry has an opportunity to learn, adapt, and lead—not just in technology adoption, but in shaping a future that is secure, inclusive, and sustainable.”

The future is still uncertain, but some things are clear. Casinos are not going away; they are changing and adapting. Personalisation is now a key focus, and creating strong experiences built on trust and responsible gambling will be crucial for attracting and keeping players.

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Focus Gaming News spoke with industry experts, executives and leaders about the future of land-based casinos amid the rise of online gambling. Special report. In April, Sweden’s last remaining land-based…