Boasting vast experience in VIP sales across Asia-Pacific, Vault Corporation provides operators with access to the region’s premium player market without the need to establish their own offices or marketing teams.
Asia’s VIP gaming industry finds itself in a period of consolidation. With regulatory crackdowns across multiple markets thinning the playing field and the rise of sizeable new integrated resort developments increasing competition, any decent investment into casino marketing now comes with greater inherent risks than ever before. But it doesn’t have to be that way.
Launched last year by industry specialist Marcus Lim – a veteran of VIP sales throughout the Asia-Pacific region – Vault Corporation is a specialized casino marketing agency which prides itself on providing a fully integrated service. Not only does Vault utilize its extensive resources and customer database to source customers – effectively eliminating the need for its clients to open their own marketing offices in multiple jurisdictions – it also ensures full compliance with the regulatory requirements of each market it enters.
“Vault has a great deal of expertise in helping businesses establish a presence in new locations, and with our expertise, branch offices can be open to effectively connect with locals and create enticement for people to visit,” explains Marcus, the former head of VIP sales teams for leading operators Marina Bay Sands in Singapore, Sands China in Macau, and Australia’s Crown Resorts and Star Entertainment Group.
“By leveraging our marketing strategies and local market knowledge, we can help operators increase revenue and ensure that the brands they represent are remembered by their customers.
“In addition to opening enticing branch offices, we also offer sales office support that goes beyond just bringing customers in the door. This includes providing a strong foundation of administration, marketing and campaign strategy to ensure long-term success. For operators who don’t have their own offices set up across Asia, Vault can help in expanding into new markets and building stronger relationships with customers and brands.”
At the heart of Vault’s strategy is a recognition that, while operators in some markets are eying a shift away from the VIP segment – particularly when it comes to the use of agents – accessing the premium player remains as vital to a company’s bottom line as ever.
“Serving VIP and premium customers can be a lucrative business strategy for operators looking to increase their revenue,” Marcus says. “These high rollers often spend large amounts of money, well above the average player, and can generate substantial revenue for operators who cater to this market. By offering exclusive perks, such as access to high limit games, personalized customer service and VIP events, operators can attract and retain VIP customers, who in turn can drive revenue growth for the business.
“In addition to increased revenue, serving the VIP and premium market can also help operators build a positive reputation. VIP customers are typically influential and wealthy individuals who have a significant impact on public perception. By providing exceptional service and catering to their unique needs, operators can establish themselves as providers of premium gaming experiences, which can lead to positive word-of-mouth recommendations and increased brand recognition. In turn, this can help operators to attract new customers and grow their business, while also enhancing their reputation as leaders in the industry.
“With a focus on providing an exceptional experience for high rollers, operators can establish themselves as leaders in the industry and position themselves for long-term success.”
Asked how Vault therefore provides a value proposition for clients looking to grow their VIP exposure, Marcus explains, “The company’s mission is to help its clients increase revenue while reducing operational costs and building stronger relationships between clients, customers and brands. With these goals in mind, Vault is committed to providing high-quality marketing services that help its clients succeed in today’s competitive business environment.”
To achieve this, Vault’s operations are split into four key areas: Sales & Marketing, Finance, Service & Operations, and Human Resources. Among these, the Sales & Marketing division is responsible for customer acquisition and retention, sales excellence training, CRM programs, and event creation and management; the Finance division provides payment solutions services, credit and compliance assessment; the Service & Operations division focuses on operation optimization training, service excellence training, and technology optimization; and the Human Resource division oversees people and performance management and team-building programs.
However, what really sets Vault apart is its focus on compliance, including the provision of full KYC (Know Your Customer) and audit checks.
“Vault prioritizes compliance and transparency in all operations,” Marcus says. “We take great care to regulate ourselves, ensuring that all clients go through one round of KYC and that we maintain accurate and up-to-date documentation for each of our clients. This information is self-compliant and then sent over to the client for final review, ensuring that the client is always in control and has the final say over who they work with.
“Furthermore, we run thorough checks on all partners and suppliers to ensure that they meet our strict standards for compliance and reliability. Our clients can be confident that we only work with reputable and trustworthy partners who are committed to upholding the same high standards.
“Overall, our goal is to provide our clients with a complete solution for player acquisition and management, including regulatory compliance. This helps our clients to focus on their core business activities, while we handle the complex and ever-changing regulatory landscape. And we also guarantee that our partners retain the ultimate decision-making power to engage or not. We are committed to presenting our factual opinions and recommendations, while performing our role diligently. Nonetheless, the final decision always rests with our partner.”
