Admiral

Admiral, a chain of gaming venues in the United Kingdom

Admiral operates as the trading identity of Luxury Leisure, RAL Ltd and Talarius Ltd, companies registered in England and Wales. The company presents itself as a leading provider of slots and gaming entertainment in the UK, with over 300 venues across high streets and seaside locations in England and Scotland.

Gaming offer in the venues

Admiral venues combine state-of-the-art slot machines with traditional fruit machines. The offer includes roulette and a selection of casino games, with titles such as Black Knight, Evolution, Book of Ra, Magic Buffalo Blitz, Cash Connection, Coin Fishing, Charming Lady's Boom and Ways of the Genie. The company states that it adds new games every month and continually renews its machine fleet.

On the Novomatic Magic Games machines, a quick-find menu has been introduced with a sticky bar at the top of the screen, organising games into collections: Magic Play titles grouped together, roulette variants in one section and the full Lucky Lady's Charm range accessible from a single point.

Magic Play and tournaments

Magic Play is a proprietary format that the company describes as a new way to enjoy familiar games, with more chances to trigger free spins. In addition, venues host free slots tournaments every month.

Sports betting and app

The chain has venues offering live sports, and the venue finder allows filtering to show only those with this option. The company announced for October the launch of the Advan+age app, designed to collect points on every visit and give access to exclusive offers, with prior registration to gain access before its launch.

Promotions

The site showed a Magic Play scratch card promotion: a free card per visit between 16 and 29 October, with instant prizes of cash, cash match or free play. Customers could fill in their details on the back and hand the card to staff to enter the main prize draw, a trip for two to Las Vegas.

Responsible gambling and access

Admiral states it works with BeGambleAware, an independent charity offering help, guidance and confidential support. Staff receive specific training to spot signs of problem gambling and protect customers' privacy, confidentiality and well-being. The company presents itself as the largest operator of adult gaming centres in the UK and states that its venues are regulated by the Gambling Commission. Access is restricted to over 18s and identification is required from anyone who appears under 25.

Corporate structure

Admiral comprises three companies: Luxury Leisure, RAL Ltd and Talarius Ltd, all registered in England and Wales, with registered office at Fifth Avenue Plaza, Team Valley Trading Estate, Gateshead. The company also mentions its integration into a gaming brand with a European presence.