Playing to Win: Nigel Sibley @ Commercial Director, Gaming Division @ Rank Group. (Profile)

By Arnold, Matthew | Marketing, December 13, 2001 | Go to article overview

Playing to Win: Nigel Sibley @ Commercial Director, Gaming Division @ Rank Group. (Profile)


Arnold, Matthew, Marketing


Nigel Sibley stands in stark contrast to the frenetic pace and gaudy glitz of London's Grosvenor Victoria casino. The soft-spoken and unassuming 39-year-old is an oasis of calm amid the chaos of twinkling lights and punters on the make.

He does, however, seem a bit uncomfortable in the suit and tie he's rustled up for the occasion -- Rank Group marketing's dress code is casual five days a week. "It's very, very relaxed," he says, looking very, very relaxed. "We're in a fun business."

As commercial director of Rank Group's gaming division, Sibley serves as the overall marketing chief for the company's 34 Grosvenor casinos and 130 Mecca bingo halls. He's in charge of a marketing team of 16, including head of marketing Jackie Abraham, who runs day-to-day marketing while he presides over strategy. Sibley, who stepped up from operations director for Mecca Bingo in July, still manages his duties for Mecca in addition to his marketing role.

It's quite a role to take on, particularly at a time when the business he is in is facing considerable change. Sibley won his current post in a restructuring that aimed to gear the business up for the possible liberalisation of the industry. The report, a fundamental review of gambling policy and practice by the Independent Gambling Review Body that came out in July, has called for reforms.

If carried out fully, the report's recommendations would mean a revolution in gaming. Rank Group begin integrating its casinos and bingo halls, which are required to be separate under law.

Advertising restrictions, which currently bar the advertising of casinos and were only lifted from bingo four years ago, would be abolished. The law requiring that new patrons apply for membership of a casino or bingo hall 24 hours before playing would be thrown out, bringing in new business from tourists and impulsive passers-by, who are currently forced to wait a day before being allowed to play.

Rank is priming the pump with its planned opening of two casinos under its Hard Rock brand in London and Manchester.

If the recommendations of the Budd report are implemented, Hard Rock could give Rank Group a valuable entertainment brand to couple with its gaming operations. A revamp of the interiors of its casinos, initiated by Sibley and aimed at repositioning them away from the smoky, underworld mystique typically associated with the venues, is progressing.

Meanwhile, Sibley has called a review of its advertising agency of nearly four years, WCRS, ahead of an increase in above-the-line activity for Mecca Bingo and possibly for the casinos. Rank hired WCRS when bingo advertising was first legalised in 1998. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Playing to Win: Nigel Sibley @ Commercial Director, Gaming Division @ Rank Group. (Profile)
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.