Caesars Entertainment - Customer Strategy


About the brand

Caesars Entertainment UK is one of Europe’s leading casino companies and operates a diverse portfolio including 8 destinations across the UK under range of sub-brands. The Casino at the Empire in Leicester Square opened in May 2007.

Caesars Entertainment Leicester Square

The Challenge/Task

Caesars Entertainment asked Pragma to support them in developing a strategy to recalibrate Empire proposition to focus on the customers that matter most, to establish standout and differentiation in the West End marketplace.


  • In order to enable the business to fully optimise and articulate the offer, Pragma were commissioned to conduct a deep qualitative exploration of these segments

  • Detailed consumer insight was used to inform the positioning and refinement of the proposition across all elements

  • We delivered recommendations that the brand and proposition are refined to positively influence all aspects of the experience for these customer groups

I’ve worked with Pragma for many years now and they’ve always provided me with great insight. They are easy to work with and extremely thorough.
— Sarah Sculpher, Chief Marketing Officer

The Result

Pragma’s strategic, consumer insight delivered Caesars Entertainment a comprehensive understanding of the behaviour, motivations and needs of the highest value segments at The Empire, Leicester Square.