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Macau šs gaming recovery driven by mass-market, tourism growth, expert says??
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Macau šs gross gaming revenue (GGR) in 2024 reached MOP226.78 billion (€27.2 billion), a 23.9 percent increase from 2023. Speaking exclusively with SiGMA News, Mary Mendoza, managing director of Macau-based boutique consulting group The Platinum said the recovery has been ¡°largely fuelled by a revival in tourism, particularly from mainland China,¡± and a strategic shift towards mass-market and premium-mass gaming.
¡°Macau experienced remarkable growth in its GGR in 2024,¡± Mendoza said, while noting that revenues remain below pre-pandemic levels. ¡°I anticipate that this upward trend will persist, with further GGR growth expected in 2025. This recovery has been largely fuelled by a revival in tourism, particularly from mainland China.¡±
¡°Additionally, the emphasis on mass-market and premium-mass gamblers, along with enhanced diversified non-gaming amenities, has significantly contributed to attracting a wider array of visitors. Nevertheless, it is crucial to recognise that, despite this encouraging growth, GGR remains below the levels seen before the pandemic,¡± she said.
Transition to mass market broadens appeal
The pivot from a junket-driven VIP gaming model to mass-market and premium-mass focus has stabilised Macau šs gaming industry. Mendoza called this transition a ¡°strategic success,¡± adding, ¡°It has helped stabilise Macau šs gaming revenue by tapping into a larger pool of potential gamblers and reducing the volatility associated with VIP gaming.¡± This strategy aligns with the broader recovery in China¡¯s travel sector and has positioned Macau for more sustainable growth.
Non-gaming diversification and technology investments
Casino operators are enhancing their appeal through non-gaming amenities and technological innovations. Mendoza highlighted the importance of these efforts, stating, ¡°Investments in technology are improving customer experiences and efficiency, while partnerships with international brands and events diversify revenue streams.¡± These measures not only attract diverse visitor segments but also align with calls from Chinese President Xi Jinping to prioritise economic diversification beyond 바카ë¼s.
¡°As a consultant and ë°”ì¹´ë¼ market advisor, the importance of marketing strategies targeting both mass-market and premium mass segments is crucial. Casino operators are enhancing non-gaming amenities like entertainment and retail to attract more diverse visitors,¡± Mendoza said.
Tourism surge supports recovery
Macau šs visitor arrivals in 2024 exceeded expectations, with approximately 35 million tourists driving the city¡¯s recovery. Mendoza emphasised that China¡¯s economic policies, including travel stimulus measures, are critical. ¡°A strong economy can boost consumer confidence and spending, leading to increased visitation and gaming revenue,¡± Mendoza explained.
Moderate growth expected in 2025
Forecasts suggest Macau šs GGR could grow to MOP240 billion (€28.8 billion) in 2025, supported by mass-market strategies and continued economic recovery. Mendoza underscored the importance of targeting nearby regions with a ¡°propensity to play¡± and addressing external economic challenges.
¡°We must keep in mind that foreign visitation is an important target for both the tourism office of Macau and the ë°”ì¹´ë¼ operators, hence targeting the nearby region with propensity to play is crucial,¡± she added.
¡°This balanced approach will drive growth in 2025 and beyond.¡±?
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