Macau’s government has instructed the casinos to stop relying on these VIP gamblers to come back and start diversifying and catering to a mass market of Asian gamblers. Macau’s $3.2 billion Studio City which opened in October 2015 has followed this advice and a number of other casinos across the world could also follow a similar strategy and cater to mass-market gamblers in 2016.
The Philippines, Vietnam, Cambodia, Singapore and a number of other countries have tried to take advantage of Macau’s VIP market collapse and lure these high-rollers to their casinos but so far that marketing strategy hasn’t been very successful as these VIP gamblers have shown a preference for traveling to the United States, Australia and Japan.
Casinos will now be forced to cater to mass-market gamblers from China who travel frequently but spend less at the gambling tables. A move to offer non-gaming services will also help in attracting these mass market gamblers and bringing in additional revenue. Tim Shepherd who is the president and executive director of Silver Heritage Ltd, a gaming company in Asia believes that South Asia markets will contribute a lot to the global gambling industry in 2016.
In a statement, Shepherd said
I think it’s possible a major international group will do something big in Laos or Cambodia; and that would be a surprise to most people. It’s likely more South Pacific islands will join the ‘party’ in the race for Chinese tourists and casinos, but I think they need to think small initially otherwise it will be a battle for them to find people willing to provide funding.
Jade Entertainment and Gaming Technologies Inc, a Manila based company that operates casino gaming machines believes that destination resorts will be a key concept in 2016 as mass market gamblers to come to enjoy a vacation and play at the casinos. There are a number of destination resorts expected to open in the next couple of years in the Philippines, Cambodia, Vietnam, South Korea and the Pacific Islands.
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