Bonusing and loyalty strategy key to mass-market retention

With Macau continuing to haemorrhage VIP gamblers, there has never been a greater onus on operators in the special administrative region to latch on to the relative predictability afforded by the premium and mass markets. This is not a trend confined to Macau, though. A 2019 report by Mordor Intelligence found that gaining new customers can be 25 percent more expensive than retaining existing ones for companies in the Asia-Pacific region. The report also outlined how the loyalty management market in the region will expand by a compound annual growth rate of 25.1 percent to reach $2.297.3 billion over the five years through to 2024, illustrating an appetite for consumers to enjoy stable and sustainable relationships with brands and services. “Operators, especially in Macau, are shifting their player loyalty marketing efforts from a VIP and junket priority to that of a premium or mass market,” Everi’s executive vice-president of financial technology and...

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