The story of the Shangri La gambling brand is a tale of resilience, adaptability, and international success. Founded by Michael Boettcher, the brand has undergone significant changes since its start.
The Early Days
In 1992, amidst the winds of change brought by perestroika, Michael Boettcher arrived in Moscow, Russia. He became one of the pioneers who transformed the local gambling industry. Over time, Storm International opened popular complexes in Moscow, including Queens, and Shangri La.
As the industry stabilized and evolved, Storm International experienced a period of prosperity. By 2008, Boettcher oversaw multiple units in Moscow, such as Shangri La, Drummer, New York, Jazz Town, and Carnival. The pinnacle of their success came with Carnival, boasting an impressive 150 tables. Additionally, the company owned a network of restaurants, bars, and slot machine halls.
However, in 2006, the Russian State Duma passed a law mandating the relocation of casinos to special zones. This legislation had a significant impact on the industry. Many gambling halls were closed.
Storm International decided to leave Russia and seek opportunities in neighboring countries. Currently, the company owns clubs in Minsk, Yerevan, Kyiv, and Tbilisi. Alongside these ventures, Storm International also manages a network of slot halls in Germany. With a workforce of 2,000 employees in 2018, the majority based in Yerevan and Tbilisi, the company continues to expand its horizons.
Shangri La has evolved into a brand that caters to specific target markets. The units in Yerevan and Tbilisi primarily attract guests from Arab countries. Kyiv and Minsk clubs cater more to European and Turkish guests and local audiences. However, all locations receive visitors from various regions, highlighting the brand’s global appeal. Notably, 70% of Tbilisi players are foreigners, underscoring the brand’s international reputation.
The Ukrainian branch of the company that started in 2021 faced significant obstacles in 2022. The gambling complexes in Kyiv and Kharkiv were forced to suspend operations. However, through relentless work, the team achieved restoring the units to their pre-war level. This accomplishment is a testament to the extraordinary dedication and teamwork.
Thanks to the resumption of operations, guests of the Ukrainian complexes can now enjoy an invaluable experience. The players have access to comfortable and enjoyable gaming environments. From state-of-the-art facilities to a wide range of games, the branch offers an unforgettable experience.
The Online Platform
Michael Boettcher and Storm International CEO, Darren Keane, see potential in the online platforms. The launch of their virtual casino, Shangri La, has exhibited steady growth. It is furthering their reach and customer engagement. Since 2016, the site has grown into a platform that offers all kinds of betting options. Players come for sports and esports, for live casino games and numerous slots, including hot new ones. The choice includes thousands of games for every taste and intellectual preferences. And the level of service and privacy meets the highest standards.
The story of Shangri La, Darren Keane said, epitomizes the spirit of adaptability and resilience in the face of change. The brand’s evolution showcases the power of seizing opportunities and navigating shifting markets. Shangri La has successfully carved its path in the gambling industry, leaving a legacy of innovation and excellence. So now you know a really worthy place for an exquisite vacation.