Australia’s Crown Resorts has launched its new multi-year transformation program to staff, titled Future Crown.
The initiative was announced by Crown’s CEO Ciarán Carruthers on Monday, telling the company’s 20,000 employees, “We have an opportunity to be the world leader in the delivery and safe and responsible gaming and entertainment. And we have an opportunity to build the Crown of tomorrow, together.”
According to information provided to Inside Asian Gaming, Future Crown aims to improve the way the company operates today and into the future, and transform Crown into a better, more sustainable business.
The program will see Crown “reset its standards in operations and compliance and deliver on its remediation action plans, as well as help the company to achieve its aspirational culture, underpinned by its purpose and values,” it said.
“Future Crown will also help the company to minimize its environmental impact, while positively strengthening the communities in which it operates.”
Specific work within the Future Crown program will include uplifting the company’s technology to improve its systems and guest experience and the adoption of a new evidenced-based approach to reducing gambling harm,” Crown explained.
More details on the program will be made public in the future.
The implementation of Future Crown comes after the company was found unsuitable to hold casino licenses for Crown Melbourne, Crown Perth and Crown Sydney with all three operating under the watch of a Special Manager while Crown attempts to return to suitability.
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