Shangri La Tbilisi Marks Its Anniversary with Style

Navigating the Casino Landscape in Georgia: Insights from the Tbilisi Gaming Festival
The Tbilisi Gaming Festival held on September 15-16, 2023, brought together industry experts and casino operators to discuss the ever-evolving landscape of land-based casinos in Georgia. Among the discussions, the panel focused on “Land-Based Casino Operators in Georgia – Opportunities and Challenges of the Growing Market.” John Harrak, Director VIP & Player Development, Executive Board Member of Storm International – a prominent figure in the industry, shared valuable insights on several key topics.

Adapting to Post-Pandemic Trends and opportunities, challenges within the growing market in Georgia
John began by addressing the market trends in Tbilisi, noting that the casino industry was gradually recovering from the pandemic’s impact. While Tbilisi and Batumi represent distinct markets, he highlighted Tbilisi’s appeal as the capital city, offering a range of attractions for players and their families. With a majority of players being foreigners, Tbilisi’s summer season remained vibrant, dispelling concerns about seasonal fluctuations.

Regarding the state of the casino business in Georgia, John Harrak emphasized that it was not in a developmental phase but a fully developed industry. New casinos continually enter the market, but they do so within an already mature sector. He stressed the importance of maintaining high service standards and adapting to evolving customer needs to thrive in this competitive environment.

Navigating Prohibited Advertising
A major challenge facing land-based casinos in Georgia is the prohibition of advertising, which aims to protect the local market. However, John explained that more than 90% of their visitors are foreigners, and the goal is not to attract Georgian players. The advertising restrictions primarily affect online casinos, creating a challenge for land-based operators. Despite these challenges, John emphasized the necessity of advertising to ensure a steady influx of customers.

Coexistence and Cooperation
“All the players that are coming to Batumi are already spoiled. Most of them went to Cyprus and Cyprus has very few government regulations. In general, Batumi has great operators with even greater service levels. They understand what they can do to make sure the business is safe. They protect and look out for their customers.”- John highlighted the unique dynamic and collaborative spirit among casino operators in Georgia.

Maintaining a Skilled Workforce
Addressing the issue of retaining staff, John noted that the casino business is typically favored by younger individuals. In Tbilisi, where there is an established casino presence, attracting and retaining staff is somewhat easier. Shangri La, for instance, runs training schools to nurture young talents and offers them opportunities for career advancement. The focus is not solely on monetary incentives but on providing a pathway to a promising future. This approach helps mitigate the challenges of staff turnover.

Supporting the Government and Industry
John emphasized the importance of collaboration between the government and the casino industry. Casinos have actively supported government initiatives, recognizing the mutual benefits of a thriving tourism and entertainment sector. This collaborative spirit has been particularly crucial during the pandemic, highlighting the intertwined interests of both parties.

In conclusion, the panel discussion shed light on the intricacies of operating land-based casinos in Georgia. Despite challenges such as advertising restrictions and staff retention, the industry continues to grow and adapt. The harmonious coexistence of operators and their support for government initiatives bode well for the future of the casino industry in Georgia.

Storm International has been shortlisted for the 2026 International Gaming Awards in the category Great Place to Work. With more than one thousand nominations submitted this year, making the finals represents a meaningful recognition of the Storm’s ongoing commitment to its people, its culture and the values that have guided it for more than three decades. This acknowledgement adds to a long history of achievements, including the company’s place among the finalists for Best Land Based Operator in 2022 and the Outstanding Contribution to the Gaming Industry award received by the founder, Michael Boettcher, in 2008.

Reflecting on the nomination, the founder Michael Boettcher noted that the company’s achievements are the result of many years of dedication: “To be included in this year’s shortlist is a remarkable honour. The success of Storm International has always come from our people. Our managers have grown with us from their earliest days and our staff represent a truly multicultural and open minded community where everyone is respected for their contribution. The company has built its reputation on consistent service standards and a philosophy that values every guest and every team member. These principles are deeply connected to the company’s internal culture, which prioritises professionalism, mutual respect and a shared belief in the importance of delivering exceptional hospitality. I am very proud of what we have achieved together and I believe this recognition reflects the strength of our entire team.

Throughout the past year, Storm International has focused heavily on strengthening internal communication and collaboration between locations. Cross location initiatives have become an important part of the company’s identity, allowing employees from different countries to learn from one another, to exchange ideas and to feel part of a wider international family. The HR and marketing teams have played a central role in creating new activities, company wide competitions and shared experiences that reach beyond individual properties 

Each year Storm International dedicates its internal development to a specific theme. The previous year focused on “Health and Balance”. The theme for the present year was “Year of Values”. To deepen the understanding of these principles the company introduced special training sessions and created an internal interactive game that allows employees to learn and experience the company’s values in a playful and engaging way. The result has been stronger cohesion, better communication and a clearer sense of identity across all locations.

This year also brought a number of cross location initiatives. In June the company held its Professional Dealer Championship in Yerevan, where the best dealers from each location competed and demonstrated an impressive level of skill and professionalism. In September teams travelled to Georgia for the company football tournament, which for the first time included a women’s team. The event concluded with an evening celebration and created a sense of unity that extended well beyond the pitch. These activities reflect the company’s belief that internal events strengthen motivation, build loyalty and foster a deeper connection between colleagues.

The company’s values have long been established and remain one of the foundations of its operational philosophy. They guide everyday decisions and define the way employees treat guests and colleagues. Storm International is proud of its exceptionally low attrition rate (less than 2.5% on avg), which is remarkable both for the hospitality sector and for the gaming industry in particular. The majority of managers across all regions grew within the company from their earliest positions. Many have spent years developing their careers alongside the growth of the organisation itself. This continuity brings a profound sense of shared history and ensures that company values are not only taught but lived every day. The team is genuinely diverse and multicultural, representing many countries, languages and backgrounds. Employees communicate openly and comfortably with one another in an environment that is culturally, religiously and socially inclusive. The company is open minded in the broadest sense, recognising the value of individuals and the importance of shared principles. Many team members choose to build long term careers within the organisation and take pride in being part of a company where personal contribution is recognised and respected.

Internal communication continues to evolve. What was once a printed magazine has now transformed into a digital platform that connects employees across all regions. Through the StormLife channel team members take part in competitions, learn about company history, receive updates and share their own achievements. The channel includes initiatives not only for employees but also for their families. This year’s Children’s Day project invited staff to recognise managerial team members from their childhood photographs and to read personal reflections on what Storm means to each of them.

The International Gaming Awards ceremony will be held in January 2026. For Storm International the nomination serves not only as an honour but also as motivation to continue nurturing a work environment built on respect, collaboration, performance and creativity. As the company looks ahead to its future projects and opportunities, it remains committed to ensuring that every employee feels valued, supported and part of a strong international family.

On September 22, 2022, the Shangri La Tbilisi casino celebrated its birthday. The celebration of casino 10th anniversary were set with grandeur and glamor. The square in front of the casino has turned into a real carnival show. Guests were greeted by artists of the original genre in colorful costumes, a street orchestra set a wonderful rhythm for the day at the very beginning of the evening, and a fire show in front of the casino entrance became a vivid embodiment of the celebration of the anniversary.

There were many surprises for guests inside the casino itself: a bright photo zone, an exquisite interior decorated with fresh flowers, and, of course, a rich buffet in accordance with the best traditions of Georgian hospitality. The real star of the evening concert program was the great Nino Katamadze. The guests warmly welcomed the unique vocalist on the stage of the Shangri La Tbilisi casino and literally bathed her in a standing ovation. The bright, unique, philosophical and very emotional music of Nino Katamadze certainly became a symbol of a new wonderful decade in the history of Shangri La Tbilisi casino, which first opened its doors to guests in 2012 and up to this day remains the most prestigious institution with highest service standard in Georgia.

Shangri La Tbilisi is part of an international casino network, well known for its high level of service, classic table games, modern slot machines, VIP club and restaurant, where each guest will enjoy the game, pleasant environment and comfort.