Metropolitan Casinos

Metropolitan Casinos is a leading luxury casino and entertainment operator, offering premium gaming, hospitality and leisure experiences across the UK and internationally.
Metropolitan Casinos

The company continues to invest in digital transformation, operational excellence and brand development to strengthen its market position within the competitive casino and entertainment sector.

The Challenge

Metropolitan Casinos wanted to bring together multiple data sources into a single, unified view of every player, enabling more intelligent marketing and customer engagement. The objectives included:

  • Understanding and segmenting their player base through advanced modelling techniques.
  • Creating genuine, actionable insights that unlock new commercial opportunities.
  • Personalising and orchestrating omnichannel communications through Emarsys.
  • Implementing a bespoke High Value Customer (HVC) solution and engagement strategy.
The Challenge

The Solution

Metropolitan Casinos partnered with XCM to implement Horizon CDP alongside Emarsys, creating a fully integrated customer data platform. The solution delivered:

  • Integration of all core data sources, including the Player Data Warehouse, Venue Bookings, WiFi, Food & Beverage, vouchers and campaign engagement into a single customer view (SCV).
  • A new layer of enriched analytics and business insight.
  • Bespoke reporting and dashboarding frameworks.
  • Fully integrated communications across all marketing channels.
  • An expansive automated marketing framework supporting targeted single and multi-tier promotions.
  • A custom High Value Customer (HVC) interface for task management with real-time notifications linked to customer activity.
The Solution

The Results

The Horizon CDP implementation delivered measurable improvements across customer engagement, campaign performance and marketing automation. Key outcomes included:

  • Personalised CRM activity based on customer preferences, loyalty level, gaming behaviour and performance-based offers.
  • Removal of manual processes through automated promotional activity.
  • Improved visibility of campaign performance across every marketing channel.
  • Stronger regulatory compliance through more effective customer engagement processes.
  • Customer-centric segmentation enabling more reactive engagement, retention and customer development.
The Results

Project Perspectives

“Words fail to describe the positive impact working with XCM has had on our CRM functionality. Not only has it elevated our capabilities from basic to brilliant, but XCM has also become a strategic data partner and an extended part of our team across data, execution, analytics, development and insights.”
Alesia Erivona - CRM & Loyalty Manager, Metropolitan Casinos
“Metropolitan Casinos’ year-on-year results are a testament to their drive for continuous improvement in data quality, insight and activation practices. Through rapid, Horizon data-driven strategy changes and implementation approaches, they have laid strong foundations for scalable analytics and AI to provide further value, impact and growth.”
Dan Hays - Client Manager, XCM