Europe still hasn’t fully taken advantage of Integrated Resorts (IRs), at least not to the extent that Las Vegas or Asia has. The opening panel of Day 2 at SiGMA Europe explored the possibility of Europe embracing IRs, and how it should do it.

“It is the integrated resort that has made Las Vegas resilient,” said Andrew Tottenham, Managing Director of Tottenham & Co. He explained that decades ago, operators in Las Vegas realized that the diversity of an IR, with its clubs, restaurants, hotels and more, would help it continue to bring in revenue even when it was no longer the dominant casino city of the world. And it’s paid off, even as casinos have spread across America and the world.

But Europe doesn’t have anything like that. Macau and other Asian cities have massive IRs, but Europe still has small casinos, which Alidad Tash, Managing Director of 2NT8 Limited, likened to 7/11 convenience stores. “It’s too stuffy, and its tiny,” he said.

“Europe doesn’t realize that an integrated resort is so much more gorgeous, so much more expansive, so much more elegant than what a typical European casino is,” he noted.