Casino operators in Macau are now investing more in their non-gaming offerings as market competition intensifies. That’s according to Carlos Siu Lam, associate professor at Macao Polytechnic University’s Centre for Gaming and Tourism Studies.
Increase in Entertainment Events
Since COVID-19 restrictions were lifted in January 2023, Macau’s casino industry has seen an increase in non-gaming activities and events, including concerts and performances by various local and international artists held at arenas or banquet halls.
In May, the Galaxy Arena at Galaxy Macau hosted two sold-out concerts by the South Korean girl group Blackpink. Galaxy Macau, located in Cotai, is owned by Galaxy Entertainment Group Ltd, one of the city’s six casino concessionaires. The company will organize more entertainment and cultural events in the future under strategic agreements with entertainment brands and entities.
The other casino operators in Macau are also following a similar route in a bid to attract younger customers and families from China and other Asian nations, Mr. Siu said.
Non-Gaming Offerings Will Bring More Revenue
In his analysis, Mr. Siu stated that Macau’s casino concessionaires are now leaning towards enhancing their non-gaming offerings as the current consumer market has lower gambling spend.
The move will still benefit the operators revenue-wise, according to Mr. Sui, as it can be a way to bring more customers to gaming venues, especially if entertainment perks are packaged with gambling.