Empire Casino Unveils UK-First: ‘Aristocrat on the Square’ Gaming Space

_{Aristocrat's new area at the Empire Casino, Leicester Square, London. (Image: Aristocrat Gaming)}

In a move to elevate the in-person gaming experience, Empire Casino Leicester Square has launched Aristocrat on the Square, the UK’s first branded gaming space from Aristocrat Gaming. The space opened 1 February 2026, in partnership with Metropolitan Gaming.

The new section inside the Empire Casino offers a curated selection of Aristocrat titles tailored to the UK market, including NFL Triple Score, Lightning Link, Mo Mummy and Bao Zhu Zhao Fu Link. Designed as a high-end experience, the area features bespoke décor and an LED ceiling intended to immerse players in an upgraded gaming atmosphere.

Craig Toner, CEO of Aristocrat Gaming, called the debut a “significant milestone,” saying it “reinforces our commitment to customers across EMEA and expands our presence in the UK.”

Alex Oswald, managing director of Metropolitan Gaming, said the launch “represents an exciting new chapter,” adding:

 “Working closely with Aristocrat, we’ve brought together world-class gaming content and a carefully designed setting to deliver something truly special for our guests at Empire Casino.”

A Strategic Move in a Competitive Market

The launch of a dedicated space within one of London’s busiest casinos marks a strategic push by Aristocrat Gaming to deepen its footprint in the UK land-based market. While online casinos continue to grow, this partnership signals renewed focus on live gaming venues and branded experiences.

As part of the rollout, Empire Casino is also hosting a month-long Home of the Hot Seats promotion throughout February, offering players a chance to win vouchers, free play, and other rewards.

_{A renewed focus on live gaming venues. (Image: Aristocrat Gaming)}

Leicester Square is more than just a tourist hub, it’s a competitive entertainment district. By adding a uniquely themed and tech-forward gaming space, Empire aims to draw more foot traffic and extend visit duration among both regulars and newcomers.

Players can Relax and Explore Titles

We asked Aristocrat how Aristocrat on the Square enhances the experience for regular players compared to other areas of the casino?

Aristocrat’s Mark Malia, who is Metropolitan Gaming's Group Gaming Director EMEA told casinos.com:

“Aristocrat on the Square has been designed to elevate the slot experience by combining globally popular game titles with a more immersive, considered environment."

“For regular players, the difference is in the detail: a dedicated space curated around. Aristocrat’s most recognisable and popular games, enhanced sightlines, improved comfort, and the presence of dedicated slot hosts to support and engage guests.

_{A relaxing space for players. (Image: Aristocrat Gaming)}

“Rather than feeling transactional, the area is intended to feel like a destination within Empire Casino, where players can relax, explore new titles, and enjoy a more personalised experience.”

We asked what kind of response the casino has seen so far from guests and are players spending more time in the new space, and which titles are proving most popular?

Malia told us: 

“The response so far has been very encouraging. Guests have been engaged with the new space, and we’re seeing players naturally gravitate towards Aristocrat on the Square."

Globally popular titles such as Bao Zhu Zhao Fu, Mo Mummy, Lightening Link, and Triple Score have been piquing the curiosity of our players. The event on Monday where we officially opened the space, has naturally put the area under a spotlight and we’re noticing new attention and exploration which is very exciting for us and our partners at Aristocrat.

When asked if similar branded gaming spaces will be rolled out across other Metropolitan Gaming locations in the UK, or if this is exclusive to Empire Casino Malia said:

“Watch this space, this concept has premiered at the Empire Casino, looking for the biggest impact at our largest London venue. We’re always reviewing how new experiences perform and how they resonate with guests."

“If the success we’re seeing continues, it gives us a strong foundation to explore how elements of this concept could be adapted for other venues within the Metropolitan Casinos portfolio, always with careful consideration for each location’s audience and identity.”

World Leader for Slot Machines and Casino Game Technology

Empire Casino is part of Metropolitan Gaming’s portfolio, which includes 11 casinos across the UK and Egypt. Aristocrat Gaming, headquartered in Australia, is one of the world’s leading developers of slot machines and casino game technology. The company has recently made headlines with its NFL-branded slots and expansion across EMEA markets.