Crown reaches significant milestone in its transformative journey

Over the last six months, Crown has facilitated 103,148 proactive guest interactions through its Crown Melbourne PlaySafe

Crown Melbourne has provided an update on the transformation progress underway across the property as part of the Melbourne Transformation Plan (MTP), with the fourth Public Status Report reflecting a significant milestone in the operator’s transformative journey.

With approximately six months remaining in its three-year program, the operator’s focus has evolved from implementing change to ensuring that our many reforms are firmly embedded, sustainable, and delivering meaningful outcomes for its guests, its people, and the broader community.

Ed Domingo, Chief Executive Officer of Crown Melbourne, said: “I am pleased to share that we are now approaching the final phase of our three-year Melbourne Transformation Plan (MTP). Since our last update, we have continued our momentum, with a strong focus on embedding our many transformation initiatives and ensuring that our progress achieved to date provides a sustainable foundation for Crown Melbourne’s future.

“Our strategy remains anchored to our three Strategic Commitments that Crown Melbourne is the safest place to gamble in Victoria; that we continue to learn from past lessons to create a culture and operating framework that models industry-leading standards; and that we continue to invest in and equip our team members with the proper support to ensure compliance and harm minimisation for our guests.”

Over the last six months, Crown has facilitated 103,148 proactive guest interactions through its Crown Melbourne PlaySafe. Its focus on guest support has remained consistent for a number of years and has resulted in over 439,570 PlaySafe conversations since the start of the MTP in 2024.

It has continued to invest and build out the loyalty system technology supporting our rewards program uplift. Its new Loyalty Management System and integration with existing Crown systems is scheduled for October 2026 and will help streamline processes and enhance the overall guest experience.

Crown Melbourne has supported, on average, 19,349 monthly guest sign-ups to the Victorian Government’s YourPlay pre-commitment scheme, allowing guests to monitor their gaming activities in a safe and controlled way. It has monitored 11 million+ other criminal activities. It has continued to focus on its Crown Melbourne team members, delivering updated AML/CTF Risk Awareness training to 2,364 employees; and providing targeted AML/CTF training to 1,245 employees with 4,895 hours of dedicated harm minimisation (Crown PlaySafe) training.’

Domingo added: “Amongst other areas of focus, over the past six months, we have continued to work on exciting changes to our Crown Rewards Program, with plans to further improve non-gaming (lifestyle) elements of the program. The rollout of our refreshed program is scheduled for completion this October. We have made enhancements to our complaints management processes to improve accessibility and responsiveness for our guests; and we also completed our annual culture and engagement survey, Your Voice, providing valuable insights into our progress and the extent to which changes are being sustained across our organisation.”

“As we look ahead, we are excited to be progressing a landmark $200 million investment to revitalise our Crown Melbourne precinct. This program will enhance our food and beverage, entertainment and broader guest experience offerings—representing the most significant upgrade to the Southbank property in nearly 30 years. As part of this effort, we are partnering with world-class dining operators, including the forthcoming Victor Churchill venue and Mott 32 and will be bringing changes to the Southbank Riverwalk. With openings scheduled from mid-2026, these developments will create a more connected and vibrant precinct, reinforcing our ambition to be Australia’s leading entertainment destination,” he added.

“Maintaining our momentum and building out our enduring capabilities remains front of mind. While we are proud of the progress achieved, we recognise that sustaining trust with our community and regulators requires ongoing focus, transparency and accountability.”