Casino Barrière Montreux launches online brand GAMRFIRST

Casino Barrière Montreux launched its new online casino brand in Switzerland, GAMRFIRST and enjoyed a highly productive opening weekend over Christmas.

Press release.- The launch was the subject of great celebration and fanfare at the world-famous Casino Barrière Montreux, situated on the banks of Lake Geneva in Switzerland. 

GAMRFIRST utilises Gamanza’s ISO 27001 certified GaminGenius™ Software, which includes an account platform with a comprehensive compliance framework, regulatory data vault, payment gateway and real-time CRM. 

GAMRFIRST also utilises Gamanza’s sophisticated “rules engine” to automate actions based on various behaviours and thresholds, ensuring the operator can easily administer its stringent risk management and responsible gaming policies.

The brand name GAMRFIRST reflects a modern casino with a consumer-first approach that has focused energy on player care and the mobile gaming experience. In the future, Casino Barrière Montreux will seek to promote new gamification features and hybrid loyalty offers between land-based and online operations. 

Jérôme Colin, General Manager of Casino Barrière Montreux, said: “The launch of our online casino site GAMRFIRST is the culmination of a committed collaboration between the teams at Casino Barrière Montreux and Barrière headquarters, supported by a close relationship with our technical partner Gamanza, the leader in the Swiss market. 

“As for Casino Barrière Montreux, our strong ambition with GAMRFIRST is to offer our clients a unique gaming experience based on the high standards of the Barrière Group, thus positioning the brand as one of the main references in the Swiss market.”

Alexandre Desseigne-Barrière, Director of Strategy and Development for the Barrière Group, said: “We are very proud to be able to offer a digital service that complements our Montreux casino and with the help of our partner Gamanza, we enable more Swiss residents to discover the Barrière world of gaming with the same strong focus on responsible gaming.  

“The launch of GAMRFIRST, one year after the launch of our online sports betting platform BarrièreBet in France, is part of the Group’s development strategy, particularly in the digital arena we are keen to reach new audiences.” 

Chief Commercial Officer of Gamanza, Robert Civill commented, “We are really proud of this partnership – Casino Barrière Montreux is a world-renowned establishment and the Barrière Group is a prestigious brand internationally, so it’s very humbling for us at Gamanza. 

“It’s fantastic to work with such a professional organisation and launching GAMRFIRST was a perfect way for our team to celebrate the close of 2021. Now we are really excited to help the brand grow in 2022 and beyond!”