Horizons Casino Bets on Dining, Design and Local Roots to Win in London's West End

 _{Horizons Casino director Jeremy Cummings says their bold expansion aims to keep loyal customers engaged while attracting a younger, more design-conscious crowd. (Image: Alan Evans)}

After nearly four decades operating below street level, Horizons Casino has emerged into the light. The Leicester Square casino recently completed a nine-month refurbishment, reimagining the space with upscale dining, ambient design, and a panoramic terrace designed to engage a new generation of casino-goers.

“It’s been nine months in the making. We only opened a week ago, but we’re already thrilled with what we’ve achieved,” said Jeremy Cummings, director of Horizons Casino.

Above Ground and Upscale

The casino’s most visible shift is literal: it has moved from its long-time basement home to a new ground-floor venue with sweeping views of Leicester Square. That includes a wraparound terrace offering cocktails, coffee, and what Cummings calls “a premier gaming experience.”

The redesign includes a plasma ceiling that adjusts with the daylight, aiming to create an immersive environment for players and diners. “Across our new expanded casino, especially upstairs, we’ve installed a magnificent plasma ceiling, which changes atmosphere as the day progresses,” Cummings told Casinos.com.

Horizons will soon renovate its original basement floor to align with the new aesthetic. But Cummings said retaining their long-serving staff and regular clientele remains central to the venue’s identity. 

“What is most important to us is that for 37 years, we’ve known our customers very well.”

A Star Chef with Anatolian Flair

Dining is now a key part of the Horizons offering. The venue partnered with award-winning chef Maz Demir and his restaurant group Skewd, known for upscale Anatolian Turkish cuisine. Demir’s kitchens at The Grove and Cockfosters locations have earned acclaim, and now, he brings that culinary reputation to central London.

“We spent an awful lot of time looking for a new catering partner... and head and shoulders, the Skewd organisation stood out,” Cummings said.

Cummings also emphasised that Horizons aims to become a dining destination, not just a gambling venue. “You don’t have to come to gamble. This is a destination to come to for fine dining, for a beautiful night out.”

Competing with the Big Names

As U.S. giant Wynn enters the London market, Cummings said Horizons plans to hold its ground by leaning into its local roots and personalised service.

“We are and have been for 37 years a local casino, catering very much to a London-based clientele,” he said.

“Wynn is a massive international company who is going to import huge high-rollers to London. We’re not about that.”

Horizons instead focuses on offering reasonable prices, top-notch service, and a familiar atmosphere. “Our customer service is immense. Our customer care is even better,” said Cummings.

Tapping Into Modern Expectations

The venue is also adapting to a younger crowd, many of whom are already familiar with gaming through online platforms. “It used to be in the 40s. It’s now probably in the 30s,” Cummings said of the average customer age. “They’re simply looking for a real experience.”

Horizons is exploring options for remote engagement, including online play and livestreamed games. “We would like to share the Unique Horizons experience with people at home,” Cummings said.

Looking Ahead

Next up is a revamp of the original underground gaming floor, expected to start within a few months. While there are no plans to expand outside of London, Cummings hinted at further developments in the city. “We do think there is room for expansion for a well-run, friendly casino which has got customer care at the centre of every single decision.”