How the Piazza project is transforming the face of Regency Thessaloniki Casino
In the European casino industry, concepts that immediately attract the attention of experts and the public rarely appear. Piazza—a new €5 million project from Regency Thessaloniki Casino—has become such an innovation. By combining signature gaming pavilions, gastronomy, and musical events, Piazza has paved a new way: how a modern casino can expand the audience and maintain revenues, despite tightening regulations and increasing competition. What makes this format so unique and why is it called a European breakthrough?
A new entertainment concept in the casino
Piazza offers visitors four signature gaming pavilions, each designed in partnership with global brands: Aristocrat, IGT, Light & Wonder, and Regency itself. The central stage, a 10-meter bar, and an outdoor food court form a space reminiscent of a music festival or a large-scale fair.
Here, gambling intertwines with gastronomy, live performances, and mixology. Such an atmosphere brings the casino closer to the concept of an exhibition center, where each pavilion is a world of its own with unique features and entertainment.
Concepts of spaces where gambling is only part of the overall atmosphere are becoming increasingly popular with guests. Modern people value their time and strive to get the most experience in the shortest possible time. They choose those venues where this is offered to them.
It is very important for modern casinos to offer guests a comprehensive approach, as they have to withstand double competition. They compete not only with other land-based casinos but also with online platforms.
Online casinos have a wide range of advantages. They are convenient and allow for easy betting. In addition, they can offer guests attractive bonus offers. CasinosBonusCA and a number of other reputable sources point out that bonuses prove to be an effective tool for attracting guests.
At the same time, land-based casinos can offer their guests a unique atmosphere and the opportunity to enjoy a comprehensive experience.
Reasons for launching the project and the impact of the smoking ban
The impetus for the emergence of Piazza was not only the search for competitive advantages but also a response to market challenges. In 2019, a strict smoking ban in public places came into force in Greece, which primarily affected slot machine areas.
According to Yannis Kiossis, Marketing Director of Regency Thessaloniki, casinos lost up to 40% of their revenue after these measures were introduced. “Smoking and gambling go hand in hand, especially in Greece,” he notes. In response to the problem, the first outdoor covered pavilions for smoking players appeared in the casino—the idea proved to be in demand and became the prototype for the large-scale Piazza project.
Architecture and partnerships of Piazza
The key architectural elements of Piazza include four branded zones:
- Aristocrat
- IGT
- Light & Wonder
- Regency
Each zone is located around the central stage, reminiscent of an exhibition pavilion at international events such as ICE or G2E (the main global exhibitions of the gaming industry). Modern LED signs are used in the design, allowing for the creation of a memorable visual identity. The partnership scheme with suppliers involves joint investments, revenue sharing, and international marketing support—for brands, this is an opportunity to present the latest developments on a permanent signature showcase, and for the casino—to minimize equipment costs and enhance the venue's status.
Entertainment and gastronomic opportunities
Piazza is not only about slot machines but also a rich entertainment program:
- concerts by popular performers
- DJ performances
- stand-up and comedy shows
- brand presentations and themed events
A notable guest at the opening was the popular Greek singer Lefteris Pantazis (LePa), who attracted more than 6,000 spectators. Over the two days of the opening, the venue was visited by 12,000 people. The food court menu combines dishes from different cultures: from gyros to Asian snacks, and the bar impresses with signature cocktails. This format can be compared to a city festival, where everyone can find entertainment to their liking.
Audience reach and marketing strategy
The Piazza audience is formed from several groups:
- regular casino players
- VIP guests with individual service
- tourists from Israel, Cyprus, Italy, Albania, Bulgaria, Romania
- local residents coming for concerts and dinners
To retain key clients, a comprehensive loyalty program with bonuses and personalized offers is in place. International marketing campaigns and local events expand the reach and attract new segments. A logical question arises: what makes a casino successful today—gaming halls or comprehensive entertainment?
Initial results and performance indicators
€5 million was spent on the implementation of Piazza. The very first months showed an increase in attendance of more than 10%. According to preliminary data, revenues from slot machines in smoking pavilions are almost twice as high as in non-smoking areas. The administration notes that key performance indicators (KPIs) are assessed by:
- number of visits
- guest stay duration
- volume of gaming revenues
As Yannis Kiossis emphasizes, the decision was risky, but the results convincingly prove the success of the new format. The interest of investors and partners supports the long-term sustainability of the project.
Prospects for the European market and industry
Can Piazza become a model for other operators? Many experts are confident that such projects can change the approach to organizing gaming spaces in Europe. There are already analogues in the world—for example, the entertainment complexes of Las Vegas, where gambling and shows are integrated into a single space. However, the European market is traditionally more conservative, and attention to model risks, investment costs, and the reaction of the regular audience remains high. Already today, operators from Athens and other countries are closely following the development of Piazza, considering opportunities to implement similar concepts.
Will Piazza be able to change the perception of casinos in Europe, turning them from purely gaming halls into centers of cultural leisure? Will this model be in demand in other countries? For now, the project demonstrates promising results and attracts the attention of experts—perhaps it is this approach that will become the new standard for the entire entertainment industry.
