Galaxy Entertainment Group’s Chief Operating Officer Macau, Kevin Kelley, said Tuesday that electronic gaming manufacturers must broaden their product offering beyond the current scope if they are to gain a greater foothold in the Macau gaming market.
Speaking at MGS Summit, where he delivered the Keynote Address, Kelley said continued focus by manufacturers on “only four game themes won’t allow the market to grow”, adding, “I am challenging all the manufacturers here today to embrace the opportunity to continue to support the development of gaming products that will facilitate the future. Rest assured if you guys develop more games that work, all of us operators will buy them.”
Kelley’s comments formed part of his broader observations on the shifting nature of the Macau gaming market from VIP-centric to one dominated by mass and premium mass.
This, he noted, means operators are starting to see a rapid shift in customer dynamics while at the same time facing increased competition from regional rivals who are investing heavily into their own integrated resorts in jurisdictions like the Philippines, Singapore and Vietnam.
“So what does this mean for manufacturers?” Kelley asked. “It means with the change in demographics, customer behavior and preferences, the manufacturers will need to provide a cutting-edge gaming device to attract and engage the market of the day and the future market of tomorrow.
“This means manufacturers will have to take some risks and spend more money on R&D to develop products that resonate with the new customer segments that come to Macau.”
Nevertheless, Kelley said he believes the electronic gaming segment can claim more market share from Macau’s dominant table games.”
I realize that many people will say Macau is a table-centric market and slots and electronic gaming will never be as popular as table games,” he said.
“In terms of revenue generation between slots and table games they are probably correct, however I’m very confident that the electronic gaming segment will grow faster than many people think.
“I’ve been witness to the growth of the gaming industry in multiple jurisdictions throughout the last 50 years and in every instance, the industry starts with a heavily weighted table game segment and as the operators develop and broaden their non-gaming amenities and grow into a more diversified offering, guests become much more comfortable playing slots and electronic games as their primary form of gaming entertainment.
“Therefore, the electronic gaming segment naturally grows.”
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