Suncity to focus on concerts, trips to drive betting growth

Macau junket operator SunCity Group says it is expanding its non-gaming offerings by investing in travel products and entertainment options that attract high rollers.

In an interview with Bloomberg last week, SunCity Group founder and chairman Alvin Chau said it is rewarding its high rollers with travel packages and entertainment events, which in turn has helped to grow betting volumes more than 30 percent this year.

Its rewards program also has the side effect of delivering on more diversified offerings that Macau’s regulators have been keen on pushing.

SunCity has also staged some of its own events, such as an August conference featuring Hong Kong pop-star Jacky Cheung, as well as trips for private clients to parties, dinners and events around the world.

“These entertainment events have helped us boost betting volumes,” said Chau to Bloomberg. “We don’t need to wait for Golden Week holiday to have the Golden Week revenue.”

The company is also exploring opportunities to operate casinos in overseas markets such as Vietnam and Macau.

This week, Suncity shareholders gave the nod for the company to go ahead with its acquisition of a 34 percent stake in HOIANA, an integrated resort project planned for the Hoi An region in Vietnam.

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