Casino Life speaks with Richard Smith, venue director for Metropolitan Empire Casino Leicester Square. By Peter White
Richard, can you provide some background to the Metropolitan Empire Casino Leicester Square? How large is it and what facilities does it have?
Metropolitan Empire Casino Leicester Square spans over 5,000 square meters across three levels. We offer 32 gaming tables, including an Asian-themed area, a premium gaming area and the main gaming floor. Our gaming options include a wide range of slots, electronic table games and a dedicated, 80-seat poker room. In addition, we boast London’s best sports bar, The Kings Sports Bar, showing sports from all over the world with a fantastic food-and-drink menu. Our Chinese-food concept, 7th Cat Chinese Kitchen, was developed in partnership with Chinatown restaurateur Ellen Chew, providing an authentic, casual-dining experience.
With the expectation of sports betting permitted in casinos, what impact has that had on the refurbishments and design layout of the Metropolitan Empire Casino?
We are excited about introducing sports betting at the Empire. Kings Sports Bar is already a fantastic venue to watch a wide range of sports, and the ability to place bets on-site will only enhance the excitement and atmosphere. The timing of our refurbishment allows us to seamlessly integrate sports betting, creating an immersive experience that has not been done before in the UK.
Could you walk us through this major renovation, from below-ground upwards?
Renovating a casino of this size required a carefully phased approach to ensure we could continue operating throughout the transformation. With three entrances and three levels, we strategically worked on specific areas while keeping the rest of the venue open. So far we have introduced a sleek, new, guest service desk on the main gaming floor instead of the old reception area. We have redesigned the gaming floor by relocating the central bar to improve flow, and we completely refurbished the main toilets to reflect the whimsical elegance of the Metropolitan brand. But we are not stopping there – some of the most exciting changes are still to come, promising an even more immersive and elevated experience for our guests.
How has the relocation of the bar from the center been received by the regulars and what are the main key features of the new bar?
Moving the bar has allowed us to create more space for table games and electronic table games. This has significantly improved the flow of the gaming floor, providing players with more comfort and a better experience. The new, modern bar boasts an expanded drink selection and a more sociable environment. Our regulars have responded positively, appreciating the improved layout and atmosphere.
With all the restoration of buildings in Leicester Square, these are exciting times for the area, from standpoint of a hub for leisure entertainment and casinos in the heart of London.
Leicester Square is constantly evolving to maintain its status as a world-class leisure destination for both locals and tourists. As a central landmark in this transformation, the Metropolitan Empire Casino plays a key role in shaping the area’s entertainment landscape. Our refurbishment is not just a significant milestone for us but also a crucial step in enhancing Leicester Square’s reputation as a premier destination.
By modernizing our venue, we are reinforcing our position as a flagship attraction in the West End’s ever-changing landscape while contributing to the vibrancy and prestige of this iconic location. These are exciting times for London’s Leicester Square area, with many of the leisure casino and entertainment venues in the area also undergoing refurbishments in what is a location renowned for being one of the world’s top international tourist destinations.
We are incredibly proud that Empire remains a key attraction within the West End’s vibrant leisure-and entertainment scene. We actively collaborate with other businesses in the area to enhance the overall experience for visitors, ensuring Leicester Square continues to be a world-class destination. It is always exciting to see ongoing investment and innovation from neighboring venues, which not only elevates the area but also inspires us to continually evolve and enhance our own offerings.
Can you tell us about your poker offering and the tournaments planned for 2025?
Our poker room is open 24/7 with a variety of tournaments and cash games, offering a friendly environment for both experienced players and newcomers. Our daily tournaments, with lower buy-ins and up to 70 entries, are designed to make new players feel at ease. We’ve also introduced Monday-evening tournaments for added variety.
For 2025, our Team Empire promotion remains a standout, where we aim to send 13 players to the World Series of Poker in Las Vegas. Players can qualify through cash games and compete in our monthly loyalty tournament for a chance to win a fully hosted trip to the WSOP Main Event – an opportunity we have provided to over 50 players since 2016. Additionally, our Empire Hand promotion rewards players who win with a suited 5/6 with a rake-free pass, which they can hold until another player wins it.
Looking ahead, we plan to expand our poker offerings to the main gaming floor, space permitting, in order to meet the growing demand from our guests.
Player safety is a vitally important role in land-based casinos. What is Metropolitan Empire Casino’s approach?
Player safety and responsible gaming are at the heart of everything we do. We were one of the first casinos to introduce Safer Gambling Ambassadors, ensuring there is always a dedicated team member available to support and engage with customers. Recognizing the importance of a seamless experience, we have integrated our safer gambling and anti-money laundering procedures into a single, customer-friendly journey, reducing duplication and ensuring clear communication. Additionally, we have recently implemented more sensitive thresholds for younger customers, particularly those under 25, to provide enhanced support where needed. We actively monitor customer interactions, tracking visitation and spending patterns, to identify and assist those who may be at risk.
Can you tell us about the restaurant options and have any of them been moved?
While we do not have a traditional restaurant, we offer a diverse and high-quality dining experience designed for our gaming guests. Our Players’ Menu is available throughout the venue, featuring dishes specifically crafted to be enjoyed while playing. For those craving authentic Chinese cuisine, 7th Cat Chinese Kitchen by Ellen Chew offers an exceptional casual-dining experience. Additionally, we host exclusive dining events in our premium gaming area, providing a more intimate and elevated experience for our guests.
What do you think makes the Empire Leicester Square Casino so special?
Metropolitan Empire Casino is a dynamic and welcoming destination that offers something for everyone. From our Asian gaming area to Dovetail, our stylish late-night cocktail bar overlooking Leicester Square, we cater to a wide variety of guests. Our friendly poker room and extensive gaming options appeal to both casual and high-stakes players. What truly sets us apart is our commitment to delivering a world-class guest experience. Our team is dedicated to making every visit exceptional, ensuring that every guest feels valued and welcomed.
What is the general breakdown of equipment in the casino? Do locals prefer table or slot action?
Our goal is to offer a diverse range of gaming experiences that appeal to all types of players, whether they are local regulars or first-time visitors. The main gaming floor features a mix of traditional and electronic table games, with electronic terminals strategically positioned to maintain the immersive, table-gaming atmosphere. Our Asian gaming area is predominantly focused on baccarat, catering to our international guests, while our Dragon Lounge, high stakes area provides an exclusive, high-stakes environment for those seeking a more private and relaxed experience.
Metropolitan Empire Casino spans two floors, with slot areas on each level featuring the latest games and progressive jackpots of up to £20,000. As part of our refurbishment plans, we are developing a new, electronic-gaming area to accommodate the additional machines permitted by the regulatory changes coming soon.
Which slot games are hot now?
Lucky Lady’s Charm remains one of our strongest-performing slots, consistently popular among our guests. Big Bass Bonanza has rapidly grown in popularity since its launch, mirroring its success in the online-gaming world. Among the latest additions, the Prosperity Link progressive slot has been a huge hit, and Mystery Lamp is quickly emerging as a fan favorite, showing strong potential to become a classic.
Do you approach visitors differently from locals from a marketing perspective?
Yes, our approach varies depending on the audience. For locals, we focus on loyalty programs, exclusive events and promotions that encourage repeat visits. For tourists, we highlight our unique location, highlighting the Empire as an unmissable part of their London experience.
The building is impressive. I particularly like the massive balcony that overlooks Leicester Square. Are their plans to enhance that area of the building further?
The balcony is one of the most iconic parts of the Empire and is now home to our new Dovetail Rooftop Bar. It is an incredible spot to watch film premieres and red-carpet events in Leicester Square. We are looking at ways to further enhance the experience, potentially developing an exclusive, outdoor lounge area with premium seating and a bespoke menu. Additionally, we are exploring how we can enhance the overall frontage of the Empire, balancing modern upgrades with its historic architecture. We also have two other entrances that will be revamped as part of our refurbishment. One will include an outdoor pavement café, while our Chinatown entrance will be developed to serve as a key focal point for visitors from that area.
Finally, when you are not at work how do you relax?
Switching off from a 24/7 operation can be a challenge, as there is always something exciting happening. To truly unwind, I focus on activities that engage my mind in a completely different way.
I love to travel and explore new places whenever I get the chance. At home, I am an enthusiastic guitar player – it’s the perfect way to disconnect, be creative, and recharge.
The Casino Life Magazine team extends its sincere thanks to Richard Smith, and the Public Relations team at Metropolitan Casino's for their valued assistance and cooperation in facilitating our interview earlier this year.
***This exclusive feature interview was originally published in Casino Life Magazines April 2025 edition Issue 176***
