THE ONLY WAY TO PLAY

With 11 locations across the UK, Egypt, and South Africa, including the iconic Empire Casino in Leicester Square, Metropolitan Gaming is a leading brand in the luxury and premium mass entertainment gaming sectors. We are dedicated to creating safe, fun, and memorable experiences that keep our customers coming back, time after time.

OUR DESTINATIONS

We offer the best of gaming and entertainment, with a diverse portfolio of gaming, entertainment, restaurants, and bars at locations throughout the UK, South Africa, and Egypt.

BE PART OF IT

Join the Team

Metropolitan Gaming delivers amazing and fun careers in the casino industry.

We understand everyone has a special talent and we strive to help our people make the most of their abilities in the pursuit of their career goals. After all, energy, excitement and entertainment are what make us a leader in the casino industry.

REWARD YOURSELF

The Met Card is the casino loyalty programme from Metropolitan Gaming that rewards you every time you eat, drink or play at any of our six UK casinos.

Relevant offences

It is an offence for a person to invite another person under 18 years of age to gamble (section 46, 2005 Act). In addition, it is an offence to advertise “unlawful gambling” (section 330, 2005 Act). Gambling is “unlawful” if, for it to take place as advertised without the commission of an offence under the 2005 Act, it is or may be necessary to rely on a licence or exception under the 2005 Act. Therefore, if the provision of facilities for gambling is an offence (as the appropriate licence is not held), the facilities cannot be advertised in the UK.
The Commission can take enforcement action against those not permitted to advertise and can seek to prosecute.
All advertising must be undertaken in a socially responsible manner and in compliance with the advertising codes of practice and the industry code of practice on advertising (ordinary code provision 5.1.6, LCCP for all licensees).
The following rules apply to gambling advertising in the UK:
  • The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code), which applies to non-broadcast advertising.
  • The UK Code of Broadcast Advertising (BCAP Code), which applies to broadcast advertising.
  • The Industry Code, which applies to all gambling advertising in the UK.
  • The LCCP.
The CAP Code and BCAP Code are administered by the Advertising Standards Authority (ASA). All advertisements must also be legal, decent, honest and truthful and prepared with a sense of responsibility to consumers and to society. The ASA does not have criminal sanctions at its disposal to enforce the Codes, however, if an advertiser failed to comply with a direction to withdraw an advertisement, which was in breach, this could prompt the Commission to review the operator’s licence. Further, the ASA issues a list of non-compliant advertisers to media outlets, so failure to comply with a direction is likely to lead to the operator being unable to advertise in the UK in the future. There have been a raft of ASA adjudications upheld against operators in recent years, including the most complained about advertisement in 2014 from Paddy Power, which offered “money back if he walks” for punters betting on the outcome of the Oscar Pistorius murder trial.
In February 2018, the ASA issued guidance (Gambling advertising: responsibility and problem gambling), which was intended to help marketers and agencies interpret the CAP and BCAP’s gambling rules as they relate to responsibility and problem gambling issues. In April 2019, the ASA also published updated guidance (Gambling advertising: protecting children and young people) on CAP and BCAP gambling rules, as applicable to all media, including online channels such as social media. Most recently, in April 2020, the ASA published an advice note (Social media marketing of gambling on eSports) to assist operators on how to comply with advertising rules when creating marketing for gambling on eSports on social media.
Additionally, the marketing provisions of the LCCP provide, among others, that licensees should only offer incentive or reward schemes in which the benefit available is proportionate to the type and level of a customer’s gambling. In addition, when offering inducements and bonuses, such as free bets or points, the value of the inducement must increase at a rate no greater than the amount spent. Additional restrictions in relation to marketing were introduced in 2015 and 2016 in relation to free bets, digital advertisements and affiliate marketing.