MACAU BUSINESS
supplier-casino relationship has been focused on providing games, selling products, and moving on,” he explained, highlighting the importance of the new roles.
“But we’re really trying to deepen those partnerships and add value in areas that are not as invested in across the industry,” the general manager stated. For instance, the supplier’s analytics roles could analyse the data of its titles “to ultimately help [casino] operators drive incremental GGR,” he added.
SIGNIFICANCE OF MARKETING Marketing also plays a crucial role in attracting players, particularly young players, to slot machines. “We’ve been building out our marketing structure... to partner with casinos and bring products to life in a different fashion “The core slot demographic across the region has typically been of an older vintage.” “So one of the things that we’ve been doing is partnering with operators, especially in a marketing capacity,” he continued. “How do we package up? How do we retail up? How do we theme our games to create an experience that they [players] haven’t had before? It’s more than game will work.”
Aristocrat also focuses on cultivating local of locals. “We’re really committed to our local team and growing local talent over the last three or four years,” he added. “We’ve been trying to recruit younger, energetic [and] hungry people who want to grow within Asia and the Macau gaming market.”
DOUBLE-DIGIT GROWTH With expectations of continuous recovery and steady growth across the Asian continent, of the regional market. “There’s a lot of growth in front of us and right across the region,” the general manager stated. “[We have] a double- digit growth expectation coming out of Asia.” growing Macau market and an expanding Philippine market, led by the president of the Philippines and the chairman of PAGCOR, who are very pro-business,” he explained, referring to the gaming regulator of the Southeast Asian country, the Philippine Amusement and Gaming Corporation (PAGCOR). “There are also expanding markets in Singapore, Vietnam [and] Cambodia, not to mention markets like Thailand and Japan on the horizon.”
A consortium led by MGM Resorts resort with a casino in the prefecture of Osaka, scheduled to open in 2030. Meanwhile, Thailand is in the midst of discussions about legalising casino resorts in
28 AUGUST 2024
the country, with lawmakers endorsing a feasibility study earlier this year.
“We’re bullish on Asia, and we’re also bullish on the electronic gaming segment, as many
We’ve been building out our marketing structure... to partner with casinos and bring products to life in a different fashion on the casino floor
markets around Asia have refocused on the mass market, which also lends itself to electronic gaming,” Mr. Robson expressed. “As one of the leaders in the electronic space, we are pretty excited about what we see for the future.”
CONTINUOUS INVESTMENTS To seize the opportunities across the region, the supplier is committed to continuous investments. “We will continue to invest in our people, our products, and our infrastructure,” he emphasised. “We’re really focused on different player segments in order to drive incremental GGR [for casino operators].” “We have been able to demonstrate over the last 12 months what investments in Asia can deliver, and we have the backing to go he concluded.
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