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Stanley Casinos to unify on and offline casinos under dedicated portal

Casino giant Stanley Casinos is consolidating its online presence with the launch of a dedicated portal for its various brands. Until now Stanley has operated separate Web sites for its branded casinos acropoliscasinos and crockfordcasinos. It has now brought the two sites together in a new portal, stanleycasinos.

The new portal was developed by KMPInternet. Going head to head with rival Rank, it will offer a range of casinos, including newly launched starcity, as well as supplying a number of paid-for fixed-odds games.

'We want to pull our online and offline offerings into a single presence on the Web,' said Shane Buckman, director of interactive services for Stanley Casinos. 'This is a site for people who aren't necessarily online gamblers but are Stanley Casino users.'

Buckman said that the new portal would make the casino operators' brands more visible on the Web and that over the next few months it would offer more paid-for games on the portal.

The portal will be promoted in some Stanley casinos, although because of strict legislation this will be limited. Buckman said that the widely anticipated new gambling laws, which are expected next year, would make it easier to bring its off and online businesses together.

'Being able to advertise both on and offline is going to make a massive difference to the business,' he added. 'Online is an integral part of our overall casino strategy.'

Stanley Casinos is the latest casino firm to plough big funds into the Web. Last month Gala unveiled plans to increase its interactive presence as part of a £5m new media commitment (NMA 15 March).