Genting’s new plans signal another chapter, blending gaming with high-end dining in one of the city’s busiest tourism and nightlife hubs.
The development aims to offer a more refined alternative to late-night venues previously operating on the site. Unlike the nightclub it replaces, the casino is designed to attract a more diverse, internationally-minded clientele interested in high-end experiences and uninterrupted 24-hour service, something that aligns with broader industry trends.
How The New Development Could Learn From The Existing Market
Some people may be concerned that land-based casinos are not really what they used to be, and perhaps this could all be in vain. However, even though digital gaming continues to surge in popularity, many players still enjoy the tactile, immersive environment that land-based venues offer. These spaces increasingly take inspiration from the speed and convenience of their online counterparts, such as the rise in demand for instant payout online casinos, which has set new expectations around speed, payouts and customer service. The new Trocadero venue is likely to reflect those standards, with swift payments, attentive service, and technology-enhanced gaming experiences part of the design brief.
From Bubba Gump to Blackjack: A Strategic Shift
Genting’s Chief Financial Officer, James Axelby, said the development would bring a “positive and respectful addition” to the area. “At the heart of the scheme is a robust operational management plan which addresses matters such as dispersal, noise, and smoking so the venue operates smoothly and respectfully,” he told the committee.
The decision to reallocate Genting’s existing casino licence from its former Curzon Street location, the now-closed Crockfords Club, avoids the need for a new licence to be granted. This licensing shift helps sidestep a more complex approval process while enabling the operator to invest in a fresh location with greater footfall and visibility.
Planning officers noted that casinos typically do not generate the kind of crowd behavior associated with late-night bars or clubs. The move to a 24-hour operation, they added, would help avoid mass exits during early morning hours and provide a steady flow of visitors throughout the day and night.
Local Concerns Aired — But Overruled
While the council’s planning officers backed the project, not all local voices were in favor. The Soho Society objected to the development; however, councillors appeared reassured. The committee concluded that the site’s proposed use as a casino was a marked improvement over its previous incarnation as a nightclub, particularly in terms of crowd control and management.
No new casino license was issued as part of the approval, and Westminster City Council clarified that it does not grant new gaming licenses. The relocation of the Crockfords license was seen as a practical solution that enables continued investment in the sector without expanding the number of casino operators in the city.
What the New Casino Means for the West End
The approval of the Trocadero project reflects a broader trend in urban redevelopment, where established buildings are repurposed to adapt to new consumer habits. With London’s tourism levels rebounding and the West End continuing to evolve, the return of the Trocadero as a hospitality and entertainment destination could bring fresh energy to the area.
As the line between online and offline gaming continues to blur, casinos like Genting’s new venue must now offer more than just roulette wheels and poker tables. Atmosphere, service, food, and convenience all matter. In that sense, the Trocadero’s latest transformation isn’t just about bringing back gaming to central London; it’s about setting a new standard for what urban casinos can be.