Meet the team behind All British Casino

Comparasino’s Martyn Hannah sat down with Ryan Sullivan, Operations Manager at L&L Europe, the company behind All British Casino, to find out what goes into delivering a top online casino experience to players in the UK. 

If you are a regular online casino player, chances are you will have heard of All British Casino. Since its launch in 2014, it has become an institution among UK players. Not only does it stir a sense of patriotism, it offers one of the best online casino experiences out there. 

This is done by bringing together a great theme and design, a generous bonus offer including cashback, and a well-stocked game lobby packed full of slots, table games and live dealer titles, as well as a full sportsbook offering. 

Such has been the success of All British Casino that the company behind the brand, L&L Europe, has since rolled out other sites including Hyper Casino and Pub Casino. 

To find out what goes into running an online casino, we spoke to Ryan Sullivan, Operations Manager at L&L Europe. 

All British Casino is one of the most popular brands among UK players. What has made it such a hit and how do you ensure it continues to offer the experiences players are seeking?

I think this comes down to two key points. Firstly, the All British branding gives players a sense of familiarity they can engage with and makes them really feel at home. That sense of Britishness is enhanced by our customer support where we have a majority of native English speakers looking after our players. The second part of what made it a hit is undoubtedly the 10% cashback we offer to all players. This scheme is unique in the UK market, and despite their efforts, it is difficult for our competitors to do better with other bonuses such as free spins.

We ensure that we keep standards high in customer support by keeping our staff well-trained and monitoring them to make sure we are giving the players the service they demand. As for the cashback, that is going nowhere as our players, new and old, love it!

Why did L&L Europe decide to launch additional casino brands in the UK? How are these sites the same/different to ABC?

Well, the L&L Europe journey began with niche ideas of localised casinos. Previously with brands such as All Australian Casino, Adler Casino, All Irish Casino, Polder Casino & Karl Casino. Each brand, like All British, was fully localised to its respective markets. So, All British was our first foray into the UK market proper.

As time went on and different regulations came in around the world, our operations streamlined to the UK with the previously mentioned brands closing. But with that, we were able to launch more brands that were UK-focused, such as Fun Casino, No Bonus Casino and most recently, Pub Casino. Each brand has its own style and is very different. Take Fun and Pub, for example, they have completely different vibes and themes which makes them appeal to different players. 

How do you decide on the welcome bonus offered by each brand?

After trailing various amounts of bonuses and even percentages, we stuck on quite a consistent 100% up to £100 across most brands, or very close to it. We found that this was rewarding enough for serious players, whilst not opening ourselves up to abuse.

Then we have the 10% cashback on All British, which came from the niche brand, No Bonus. We found there that the cashback was great for retention and bringing players back to us. So, it was implemented at All British some time ago and since then, we have never looked back.

Is it harder now to offer a bonus that stands out from other casino operators – we see a lot of 100% deposit matches. What factors do you have to consider when setting the bonus?

Yes, to stand out in a market with plenty more aggressive welcome offers is difficult. However, we don’t believe it’s the be-all and end-all for what players are looking for nowadays, especially proper players.

You will find players will navigate around the site more, check out your game suite (ours is very strong) and generally get a feel for you before creating an account and depositing. Sometimes the welcome offers with big bonuses will attract players to come and look more often, but we don’t find we miss out too much. We would rather focus on looking after a good pool of quality players, rather than try to please everyone. I suppose this is a big factor when we set our welcome offers.

Why do you include cashback as part of the offer? It’s great to see the cashback element has no wagering requirements attached – are more players looking for no wagering bonuses?

As previously mentioned, it started as the key idea behind the brand No Bonus Casino. That was simply no bonuses, ever, just the daily cashback. This for certain customers works perfectly, especially for your live casino players. The key part of that as you mentioned is no wagering. It is all laid out very simple for the players to follow so they know exactly what they get.

So, we decided to blend that with regular bonuses on All British which works well – players who like slots like to play for longer and our bonuses and free spins facilitate that. But the cashback is so simple and rewarding, players love it, and yes, the no wagering factor of that is huge. Players can withdraw their cashback the next day should they want to!

You have a well-stocked cashier with plenty of options for players to choose from. Which options are the most popular with UK players and why?

For us, debit cards remain king! This is followed by Apply Pay and PayPal. We don’t see this changing too much in the foreseeable future unless the market is revolutionised with a concept like Pay n Play, which you see in Sweden.

It’s difficult to say why cards are still so prevalent. From my experience, the preferred deposit method from country to country varies massively. That would be down to trust and security, ease of use and even speed. UK players still very much trust using their cards, which makes things simple for us.

We know that players look for casinos with fast payouts. How do you ensure you can provide this at All British Casino and your other brands?

Fast payouts nowadays are crucial. You can be the best casino in the world with all the bells and whistles, but if you are too slow to release funds to your players, you won’t get very far, especially in the UK and the choice of casinos available.

To make sure players get their winnings quickly, we are constantly monitoring and improving withdrawal times, putting more and more faith in automation where possible.

Alongside the casino, L&L Europe brands also offer a full sportsbook. Do you get a lot of players accessing both?

Yes, we do! Of course, you will get players who like what they like and only play one or the other. But we try to make sure we offer our players whatever they want. Which is the key reason for offering sports. Why should a player have to leave our site and their casino session when the football is about to start to place a bet? Well, they don’t.

We see a decent amount of crossover from one to another, and a recent campaign with a free bet at the Euros has seen numerous players place their first sports bet with us after being long-time casino players.

Will L&L Europe be launching any new online casino brands for UK players in the coming months?

Perhaps 😉. There’s no concrete news now, but we are constantly looking at ways to engage with players even more, and sometimes a fresh new brand can be the way to do this. So, watch this space….

As player preferences continue to evolve, how will you ensure All British Casino and its sister sites remain firm player favourites for many years to come?

By listening to our players and keeping our ears to the ground. There is no point telling players what they like, especially when we have a database of players providing us feedback constantly. We need to give them what they like, whether that is certain games or even game providers, or tweaking our support and improving our cashier. We want to constantly evolve and improve.

Oh, and the 10% cashback will keep players coming back. As it stands, we are still the only UK brand to offer such a deal to all players in black and white before they even start to play.

Anything final thoughts to share with our readers?

Check out Pub Casino, we really like the branding and theme of this unique casino. One of our regular promotions is even called Happy Hour, so it fits well. We added our sportsbook to Pub a few months back and that has been a big hit with players new and old. So yeah, go check it out.