Casino Business – This photo shows models demonstrating the “Ladies’ Pit” at the Resorts World Sentosa casino in Singapore during a media preview. (Robert Coloma / AFP Photo)
When we talk about gambling in Asia, the first place that usually comes to mind is Macau, also called the Monte Carlo of the East, and for good reason. Often considered the gambling capital of the world, taxes from its casinos account for more than 80 percent of government revenue. However, Macau’s reputation as Asia’s top gambling destination may soon be under threat given the growing gambling industry developing in Southeast Asia.
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The gaming industry in Southeast Asia has been booming for the past decade. Casinos are springing up across the region, with at least three planned in Vietnam and two in the Philippines. Existing casinos in the region are also seeing steady revenue growth.
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Perhaps the most famous gambling center in Southeast Asia today is Singapore. Although there are strict restrictions for locals to enter and play in the casino, the tables at Marina Bay Sands still attract tourists. Last week, Marina Bay Sands said it wanted to hire an additional 1,000 workers by the end of the year.
The Philippines is currently among the fastest growing casino hubs in Asia. Despite the 2017 Manila casino attack that killed 36 people, the Philippines still had a 7.6 percent increase in revenue for the year. Its casinos earned $3.6 billion last year, a 22.9 percent increase over its 2017 performance.
The main gambling center in the Philippines is also known as Entertainment City, where integrated resorts (resorts that integrate functions such as convention facilities, theme parks and casinos) such as City of Dreams Manila, Solaire Resort & Casino and Genting’s Resorts World Bayshore are the main attractions.
In Vietnam, the government recently overturned a ruling that banned gaming for its local population. In addition, casinos are among the projects planned for Vietnam’s Special Economic Zones (SEZs) in Phu Quoc and Van Don. These projects are expected to lead to a wave of casino investments in the country. One of the largest casino projects underway in Vietnam is the $4 billion Ho Tram Strip project. Upon completion, the Grand Ho Tram Strip will include five integrated resorts and a golf course.
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Among the main drivers of investment in integrated casinos and resorts is the growing number of Chinese tourists in the region, who make up the majority of visitors to these casinos and resorts. As the Belt and Road Initiative (BRI) is underway, accessibility to various parts of Southeast Asia is increasing. This is why Vietnam plans to turn Phu Quoc and Van Don into a gambling hub, due to its proximity to China.
Even small casino towns like Sihanoukville in Cambodia are thriving as real estate prices rise due to the growing number of Chinese visitors. Last month, Malaysian hotel operator WA Hospitality signed an agreement to manage the Won Majestic Casino Hotel & Resort in Sihanoukville. The property is currently under construction and should be open in the first quarter of 2021. When completed, the complex will contain a five-star hotel, 270 apartments, 313 grade A offices, retail space, 2,500 square meters. metro casino and food and drink outlets.
With the whole world rushing to cater to the flood of Chinese tourists, there could easily be a danger of oversupply. There are fears in the industry that the growing number of casinos could cannibalize the market.
Other fears that could threaten these new casinos is the emergence of online gambling. The Philippines reported that the growth in the country’s gambling revenue comes mainly from offshore gaming operators.
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While it may be good for governments to diversify their revenue streams, it could mean bad news for casino operators. However, since many casinos in the region offer more than just gambling, but also theme parks, convention facilities and shopping malls, something that online casinos cannot offer, the emergence of gambling websites should not be cause for great concern.
This article was first published by The ASEAN Post on 24 October 2018 and has been updated to reflect the latest data. Your casino is a unique addition to your market and an attractive destination for your audience. But do they know? With the right casino marketing, your site can evolve from an average competitor to a leading powerhouse in the industry. That’s where this blog post comes in.
In this post, we explore tried and true casino marketing strategies that are sure to grow your business, both now and in the long term. The best part? Most of the following ideas are easy and inexpensive to implement.
Because competition among casinos is so fierce, outreach is incredibly important. Discoverability refers to how easy (or difficult) it is for your audience to find you online.
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Imagine you are one of your potential guests looking for a great casino. How easy would it be to find yours online? Try entering a few searches into various search engines, look for reviews on travel sites, and find casinos like yours on social media. If you notice how often your casino appears and how high it ranks in search results, you can get an idea of how good your visibility is. To better understand where things are right now, we recommend using marketing and SEO tools like Moz and SEMrush.
In addition to investing in tools, you can increase the visibility of your online casino in several ways:
There is much more to your casino than just the playing field. Perhaps you have luxury hotel offerings, state-of-the-art technology, flexible event and entertainment spaces, award-winning spa and health club facilities, or delicious restaurants to offer your guests. So when it comes to marketing your casino, you need to think big.
Casinos are often perfect venues for large events, including weddings, conferences, business meetings, group lunches and family gatherings. Your marketing should include specific messaging and targeting for group events and business to attract these types of opportunities.
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Competitive Ads™ for hotels and other destinations can be a good option for marketing your casino as you try to attract more group business. Competitive marketing ads give your casino great exposure to planners looking in similar areas or sister markets, helping you win pool business to which you might not otherwise have exposure. Search Ads™ puts you first and gives you visible exposure when event planners are searching for solutions, the time when they are most determined to follow through on their searches.
For too long, marketers have focused only on demographics to guide their decisions. Casinos have focused heavily on the age, income, and education of their audience members as indicators of future behavior.
This approach is quite useful: there are some differences in audience behavior based on demographics. According to Anderson Digital, “While Boomers and Gen Xers tend to spend 80% of their casino money on gaming and 20% on food and entertainment, Millennials are more likely to spend 30% on gaming and 70% on food , entertainment and services. that are not gaming related.” Strategies to reach Millennial and Gen Z shoppers are important, including increased entertainment and dining options, online components for floor games, and increased mobile marketing.
But while demographics are useful, they’re not the only useful information about your audience. For example: Imagine a group of women standing outside your casino. Let’s say you know their demographics: they’re all in their 20s and 30s, college-educated, and in high-paying jobs. But do you know why they are there?
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These women may be on a business trip with an hour to kill before their next meeting. Maybe they’re in town for a family reunion. Or they could be there to celebrate a friend’s bachelorette party. With just their demographics, you’re left guessing about their motivations, their pain points, and what they’re looking for.
The “jobs to do” framework helps marketers understand their audience’s true motivations by describing the “job” the prospect is “hiring” you for. In our example above, a group of women attending a casino for a bachelorette party “hire” the casino for a party atmosphere, a fun, relaxed time, and a great mix of entertainment, games, food, and drinks. Conversely, if these same women attend a casino as part of a work function, they could “hire” the casino for a flexible and stress-free work environment, smooth logistics, fast Wi-Fi, plenty of space to charge their devices, and perhaps a quiet space to work between meetings.
It’s important to understand what your audience is looking for in the space and what work they’re “hiring” you for so you can tailor your messaging, marketing and offering accordingly.
Many casino resources are based on emotional decisions. The casino’s games, food and drink, entertainment and other attractions are designed to make customers feel good. By duplicating these feelings, you can improve your casino’s marketing results and build customer loyalty