Inside Asian Gaming

January 2012 | INSIDE ASIAN GAMING 7 the value of the mass market, estimating that the revenues of its mass-market tables generate a gross margin that is approximately four times higher than those of its typical VIP player tables. Furthermore, as Sands China points out in its latest annual report,“because mass-market players do not receive extensive complimentary services, including provision of hotel rooms, meals or other products or services, they contribute significantly to our non-gaming revenues.” Within the mass segment, the bulk of revenues is likely to derive from premium mass (high-limit) players. Although there are no breakdowns available for how much of mass revenues comes from the premium mass, the common assumption of 20% contributing 80% is likely not far off the mark. In an effort to create greater segmentation —and maximise opportunities—within its mass business, Sands China opened an upgraded high-limit gaming area at The Venetian on 7th January, in good time for the Chinese New Year influx of mass market players. “The project aims to bring players the most unique, luxurious and personalised gaming experience possible,” claims the company. The new high-limit area spans 23,000 square feet, including a main table gaming floor space space of 13,000 square feet with 52 table games, consisting of baccarat, roulette, blackjack and poker. Another 5,000 square feet is occupied by the Ruby Room, which has 14 baccarat tables and provides Ruby and Diamond Sands Rewards Club members a personalised luxury tea cup, monogrammed cashmere shawl, personal slippers and a universal device charger. The remaining 5,000 square feet is taken up by the slots area, which contains 156 slot machines, including four exclusive VIP slot rooms. Within the VIP slot rooms, remote play is available on a 55”plasmaTV and iPads, which also display TV channels and dining menus. The high-limit gaming area also features several sumptuous dining options, as well as a tea lounge that offers premium selections from The Venetian Macao’s very own resident tea master. “The new spaces are exceptionally distinctive luxury environments offering expanded amenities and consistently superlative service, with attention to detail,” says Andrew Billany, Senior Vice President of Paiza and Plaza Operations, Venetian Macau Ltd. “Our new spaces will cater to our premium mass gaming guests and will set a new standard for a high limit gaming experience in Macao; we will provide a truly personalised service for both our high limit table and slot players.” Interestingly, while Sands China is attempting to boost its appeal to more well- heeled mass market players, it has been scaling back its direct VIP business in an effort to improve its relationships with junket operators—the company’s earlier attempts to cut out the junkets (and the commission it pays them) and court VIP players directly coincided with underperformance relative Premium spin—the Venetian Macao’s 5,000 square-foot high-limit slots area