Inside Asian Gaming

INSIDE ASIAN GAMING | January 2012 6 Cover Story previous all-time record of nearly MOP27bn in October 2011 (driven by the second of the two annual Golden Weeks).” Putting a premium on mass As Inside Asian Gaming pointed out in “Claw Back” in its February 2010 Year of the Tiger issue, anecdotal evidence from observation and from speaking to marketing executives at Macau’s casinos suggests that the increased visitation during Chinese New Year is heavily weighted towards the mass market segment. Although VIP play also increases during Chinese New Year, it would seem the holiday season presents a great opportunity to develop the mass segment in Macau. Macau’s casino operators have long been accused of placing too much emphasis on VIP baccarat, which contributes over 70% of the city’s total casino revenue. Their focus appears to be shifting, however, and all the operators are now working on increasing their appeal to mass players—and especially to the premium mass—through upgraded facilities and marketing programmes. Sands China Ltd is arguably the pioneer in courting the erstwhile long-neglected mass market in Macau—a mission it began in May 2004, when it unveiled the crowd- pulling Sands Macao, ending Stanley Ho’s effective 42-year casino operatingmonopoly in the city. Sands China nowderives a greater proportion of its overall revenues from the mass market than any other Macau operator, and The Venetian Macao-Resort-Hotel in particular enjoys the status of a ‘must see’ destination for mass visitors to Macau. Sheldon Adelson, Chairman of Las Vegas Sands Corp, the parent company of Sands China, stresses that his goal is to “maximise every opportunity” in every segment of the casino market. Nevertheless, Sands China’s management obviously appreciates All-time high—Macau gaming revenues are expected to set a new record in January, on the back of Chinese NewYear Visitor Arrivals to Macau 3 2.5 2 1.5 Visitor arrivals (millions) 1 0.5 0 Year of the Rat Year of the Tiger May 2008 May 2009 May 2010 May 2011 Jul 2008 Jul 2009 Jul 2010 Jul 2011 Sep 2008 Sep 2009 Sep 2010 Sep 2011 Nov 2008 Nov 2009 Nov 2010 Nov 2011 Mar 2008 Jan 2008 Jan 2009 Jan 2010 Jan 2011 Mar 2009 Mar 2010 Mar 2011 Year of the Ox Year of the Rabbit