MGM China said Thursday that it has soft-launched an “ultra-high-end” gaming space called Alpha Club and completed 28 Alpha Villas at peninsula property MGM Macau as the company continues to make inroads into the city’s lucrative premium mass segment.
The move, explained MGM China’s President and Executive Director Kenneth Feng, comes as customers increasingly seek out refreshed and enhanced gaming and hotel amenities.
In comments made during the company’s 2Q25 earnings call – MGM China set an all-time record for Adjusted EBITDA in Q2 and further grew its market share to 16.6% – Feng said the impressive performance was driven by the premium mass segment.
“Macau is not only for event-driven customers that come here for concerts, we are seeing more and more customers coming here for the refreshed appearances and the quality products and services,” he stated.
The new Alpha Room, which features 20 gaming tables, will have its official opening in time for the October Golden Week, MGM revealed during the call. IAG understands this will include the launch of other associated amenities including a restaurant and cigar bar – all part of the conversion of former junket space and covering some 35,000 square feet.
MGM has been focusing its property rejuvenation investments on quality over quantity, aiming to appeal to what it describes as an ever-evolving Chinese customer with increasingly discerning tastes. The makeover of MGM Macau has already seen the mass gaming floor redesigned and new carpet installed, while MGM Cotai has begun work on converting some standard hotel rooms into 63 new suites, scheduled to open in 1Q26.
MGM Resorts CFO Jonathan Halkyard noted during Thursday’s call that the company’s focus on premium players “is a simple strategy but one that is difficult to execute”. Nevertheless, MGM highlighted the fact that market share had risen in each and every month during the quarter.
“Visitation, player counts and premium player counts rose at both properties,” the company explained, while Feng added that the robust performance had continued through July “across nearly all business segments”.
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