Richard Noble talks about different aspects of the casino

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Aspers casino

Richard Noble is the Chief Operating Officer at Aspers Group Limited, and he talks about the different aspects that are going on in his casino business group. From policy to staff training, from developments to career progression and how a casino can progress further in order to maintain popularity among the guests and players.

The Aspers Group Limited policy


The Aspers policy is to give all its employees the opportunity to fulfil their potential through structured learning and development. The group has a standard training that is delivered across the whole board so that Aspers can exceed its compliance obligations because they know that knowledge is critical, but they do much more than that.

They believe that it is important for everyone to have training that is tailored for each individual need. The new starters go on a journey starting with “Aspers Check-in”, which is a two-day induction of the company that gives them an overview of Aspers. The starters learn about the culture of the Aspers, what it is like to be in the casino industry and what are the expectations of them, which is about providing the best service towards their guests.

The “Aspers Check-in” is followed by “Prepare for Take-off”, which is an in-depth department of induction where the newcomers get a buddy-type colleague and to find out about what their job entails.

Along the way, the newcomers attend regular “Passport to Success” meetings, which gives them an opportunity to discuss their development and the training needs during their probationary period.

All Aspers sites have their own L&D Officers, who have their own structured learning and developed paths. The Aspers Group Limited run everything from senior development programs for future GMs to “Getting started with…” programs for the first-time supervisors and managers and providing English classes for employees who don’t have English as their first language.

The Aspers Group is fully on-board with the new apprenticeship programme that has launched in 2017 and with it, they already have enrolled staff for facilities management, food and beverage management, recruitment and general management and others.

Another exciting development is the partnership between Aspers Group Limited and East London Vocational Education and Training, which resulted in a programme called “Innovation through Partnerships”.

The Aspers Group is also in final stages of completing a partnership with Newham College in creating and deliver recognized qualification framework in order to support the development and learning for employees that are in the journey from trainee to gaming management.

The Aspers Group Limited prides itself with providing the opportunity to offer promotion from within wherever possible. An example of this would be Bea Stevens, which has become the GM of their flagship property in Stratford. Bea has joined Aspers Newcastle as a cashier in 2006 and since then she was part of Stratford set-up team before Aspers opened the property and now she runs a casino. The movement of people between the departments and properties is encouraging and Aspers offers no barrier from when newcomers start and where they can go.

The Aspers Group views towards online gaming


The whole industry is evolving, particularly because of the growth of digital products. The Aspers Group also has to modernize and offer different types of games that are available online and in other parts. For example, Aspers Westfield Stratford City was the first of the large licensed casinos to open 6 years ago. After that, they created an online segment as well, by following the footsteps of other UK based casinos.

With this they were able to create over 650 jobs and entertain more than 25000 guests each week, many of them being tourists. Stratford has become an example internationally. Last year in 2017, by following the online community, Aspers was able to extend the retail concept by going online. Just like Admiral Casino was able to extend their services towards the online platforms, so did Asper Group Limited. Besides the offerings of the land-based casinos, guests, and players can also play slots online and other games on the online platforms.

The focus of Aspers Group is primarily on guests. Guest service, guest experience, guest perceptions. Nothing else can outshine the amazing guest experience for Asper Group Limited. They want to provide continuous improvements in the way of individual interaction with each touchpoint of the casino.

The group also offers plenty of ongoing opportunities across social media platforms, providing the timely right content, feedback structure and empowerment for the visitors of each Aspen Group property. Richard Noble also mentions that they are truly into the age of online, social sites and online gaming. There have been shifts in the way that their guests are viewing them as a brand, so they also need to be at the forefront of engagement within the online space as well.

However, Richard Noble believes that no amount of digital content can replace a world-class experience and service.

The Editor

I wish it was satire.