Home Blog Page 452

Data-driven strategies reshape gaming marketing landscape: Panel

Viviana Chan
-
0
Data-driven strategies reshape gaming marketing landscape: Panel

Technology is rapidly transforming the gaming marketing landscape, shifting from traditional approaches to data-driven strategies emphasizing precision and personalization.

During the 2025 ASEAN Gaming Summit on Wednesday, Eoin Kirwan of Ionic Group highlighted the overall change in a panel titled “The Future of Gaming, Technology, and Advertising.”

“The consensus of the user is changing,” Kirwan remarked, setting the stage for a discussion that explored how evolving consumer behavior is pushing marketers to adopt more targeted and personalized strategies.

data-driven
Eoin Kirwan, Founding Partner of Ionic Group

Kirwan highlighted the flaws in conventional advertising platforms, citing inaccurate data and evolving user preferences.

“Most advertising platforms are broken,” he asserted, noting the growing influence of trusted influencer reviews over traditional ads. This shift demands a move away from cost-centric models like CPC and CPA toward more strategic, personalized engagements. “We’ve had to completely switch our strategies — from CPC and CPA to being more personal and strategic about what we do,” Kirwan explained.

data-driven
Max Tesla, CEO of Blask

Max Tesla, CEO of Blask, noted the critical role of data and AI in navigating this evolving landscape. He stressed the importance of understanding competitive dynamics and brand valuation through meticulous data analysis. “If the data isn’t good, you can’t be sure what you have is correct,” 

Tesla warned, reinforcing the ‘garbage in, garbage out’ principle. He described AI as the driving force behind personalization, moving beyond segmentation to anticipate and cater to individual player preferences. “AI is the superpower behind personalized experiences,” Tesla stated.

Dan Morrison from Fast Track echoed this view, advocating for the actionable use of data to drive player conversion and loyalty. He underscored the value of real-time data in responding to player behavior, enabling operators to turn potential losses into positive engagements.

data-driven

Dan Morrison, Director of New Business, Fast Track

“When it comes to real-time data, it’s very hard to find,” Morrison admitted, acknowledging the technical and commercial challenges. Nevertheless, he emphasized its necessity in today’s fast-paced environment. “You need specialists in conversion, loyalty, and player care,” Morrison added.

The panel also explored the nuances of targeted advertising, emphasizing the power of influencers and AI to break through the noise of traditional ads. Kirwan highlighted the shift away from intrusive pre-roll ads toward authentic, engaging content delivered by trusted voices. Tesla expanded on AI’s role in hyper-personalization, advising operators to understand the technology behind their tools to ensure effective implementation.

For startups, the panelists shared practical insights. Tesla advised adopting a data-driven approach to market analysis, while Kirwan emphasized the value of mentorship to navigate industry complexities. Morrison stressed the importance of strong retention and risk management strategies to mitigate player churn and fraudulent activities.

“There’s one thing about getting traffic through your front door,” Morrison remarked. “It’s another thing entirely to keep that traffic engaged.”

The panel also addressed the diverse Asian market, stressing the need for localized strategies. Data insights revealed that localization is not just a bonus — it’s essential. The panelists warned that a one-size-fits-all strategy is destined to fail. “Understanding localization strategies at their core is key,” Kirwan emphasized. “What you advertise here (Philippines) is completely different from what you advertise in Japan.”

Tailoring your approach to the younger generation of iGaming punters: Panel

Frank Schuengel
-
0
Tailoring your approach to the younger generation of iGaming punters: Panel

At the recent 2025 ASEAN Gaming Summit in Manila, the panel “Adapting to Changing Demographics” offered a compelling look at how the iGaming industry is evolving to meet the needs of today’s players.

Moderated by veteran iGaming consultant Alex Czajkowski, the discussion featured Kyle Wiltshire, Founder and CEO of Testa, and Janis Baltalksnis, Sales Lead Asia for SoftGamings. Together, they explored the intersection of product design, technology, and cultural nuance in a fast-changing market.

Czajkowski kicked off by emphasizing the power of localized products. “Players are looking for the right fit online,” he said, pointing to the Philippines as a case study. “Companies like BingoPlus grew fast by getting this right.” He cautioned that offering the wrong games risks player churn, noting trends like color games and crash games for instant gratification. “But what’s next?” he asked, setting the stage for a forward-looking dialogue.

data-driven

Janis Baltalksnis highlighted the preferences of newer generations. “They want quick, engaging fun – shorter attention spans are the norm,” he said. User-friendly interfaces are critical, he added, with Asian markets favoring minimal registration – often just a phone number and password. Payment solutions are equally vital. “Crypto is the biggest trend,” Baltalksnis noted. “You can’t succeed in many places without it.” Czajkowski agreed, likening its frictionless appeal to WeChat’s seamless environment.

Kyle Wiltshire brought a digital-first perspective. “In developing markets, companies sometimes forget they’re a digital product competing with Netflix and TikTok,” he said. Success hinges on understanding local devices and access habits. “Complex content that works in Europe might flop in Asia on basic mobile phones,” he explained. Operators must align games and payment channels with regional realities.

The conversation shifted to demographics in the Philippines, where Czajkowski described a unique market split: a small elite, a thin middle tier, and a vast lower-end mass market with limited spending power. “You need games that run on cheap devices,” he said, contrasting this with traditional high-roller models. Baltalksnis stressed deeper localization beyond language. “A standard European approach – English plus local payments – won’t cut it in Asia,” he said. Wiltshire echoed this, citing poor translations as a barrier. “Look at Netflix – they nail localization,” he said. “Tie it to a person’s culture.”

data-driven

Personalization emerged as a game-changer. Czajkowski redefined CRM – Customer Relationship Management – as “Conversion, Retention, Motivation.” “It’s more than emails,” he said. “Real-time, customized messaging across channels keeps players engaged.” Wiltshire drew inspiration from TikTok’s speed. “It queues content instantly – players expect that now,” he said. “Emails won’t move mobile-first audiences.” Czajkowski doubled down: “It’s gotta be fast. Feed them the right thing instantly, like after a bad casino day, with real-time CRM.”

The panel wrapped with Czajkowski’s “Six P’s of iGaming Success” – Product, Processing, People, Personalization, Prioritization, Performance – before adding a seventh: Planning. “You need a good Plan B,” he quipped. Baltalksnis advised new entrants to focus regionally and master traffic generation, while Wiltshire underscored preparation. “Do your homework,” he said. “Those who plan, not rush, win market share.”

The session left attendees with a clear message: adapting to changing demographics means blending sharp localization, swift technology, and thoughtful planning. Wiltshire, Baltalksnis, and Czajkowski painted an industry poised for growth – if it listens to its players. For a room of gambling professionals, it was a timely reminder of where opportunity meets execution.

Gaming operators in some markets in “arms race” for smart tables and RFID roll out: Panel

Nelson Moura
-
0
Gaming operators in some markets in “arms race” for smart tables and RFID roll out: Panel

As the gaming industry evolves, the introduction of smart tables and radio frequency identification (RFID) technology promises to revolutionize the casino experience.

The regulatory drive behind the adoption of smart tables, particularly in regions like Macau, was emphasized by Peter Johns, Chief Commercial Officer of IDX Games Ltd, highlighting the growing importance of operational efficiency in gaming environments.

The executive highlighted the updates as part of a panel at the ASEAN Gaming Summit in Manila.

Johns then questioned if older casinos may face upgrading legacy systems while newer establishments could be more agile in embracing innovations, further addressing the potential for computer vision technologies to complement RFID systems, particularly facial recognition applications.

Luigi Aslarona, director for ETG Innovations and Commercial Strategy at Light and Wonder, addressing the changing landscape, observed a shift in operator mindsets, especially in Macau, where shrinking wallets and stricter regulations are influencing the industry.

He pointed out that, as the junket market collapsed and focus turned to the mass market, an ongoing “technological arms race among operators in Macau” has taken place.

Smart gaming tables integrate RFID technology to monitor gameplay and track player activity.

According to analysts at Citigroup, Galaxy Entertainment Group has become the second operator in Macau after MGM China to complete the full deployment of smart gaming tables across its entire mass baccarat inventory.

Sands China is estimated to have reached approximately 80 percent deployment of smart tables; Wynn’s at around 60 percent, and Melco at 50 percent. Additionally, SJM integrated 63 smart tables, as a new entrant into the smart table space.

From an operator’s perspective, David Lawrence, General Manager of Dragon Royale, expressed confidence that the Philippine regulator will eventually mandate the use of smart tables.

“I think most operators definitely have to look at that,” he stated, addressing the complexities involved in rolling out integrated resources, especially the challenges of creating new chips and tables.

Acknowledging the dual benefits of smart technologies, Lawrence remarked, that “as an operator, you have to accept it’s better for your business and not just for the player because we get the productivity of the game” as this efficiency translates into quicker payouts for players, enhancing overall satisfaction.

Kylie Rogers, VP of Australasian Operations-Casinos at Paltronics noted a significant shift in the approach to table games, as they are now using digitalized solutions to enhance the player experience, an integration of technology that aims to improve convenience and facilitate better data extraction.

She remarked that her group offers “vertical hybrid technology” which allows it to give 100 percent accurate readings on games like roulette, Sic Bo, as well as baccarat.

“So this particular system is currently linked, the table management system side is linked to 8,000 tables in the US at the moment, and as everybody’s jumping on this smart table bandwagon, we are adding tables to each market”, she underlined.

The system’s flexibility, which can integrate with existing camera setups, was also highlighted, showcasing the importance of accuracy in enhancing the gaming experience.

However, Rogers pointed out that the adoption of facial recognition technology in smart tables depends on the operator’s perspective. “Some people find it overkill. In the Asian markets, it’s often a request for both, but in the U.S. and Europe, it’s a bit hit and miss,” she explained.

As the demographics of the players are changing, Maria Garcia Executive Director of Asia Pioneer Entertainment, also noted only those gaming operators who are “two steps ahead will have an advantage”.

“Younger demographics are attracted to technology, innovation, and different products. Operators need to adapt to these changes as their competitors are doing the same”, Callas added.

Payment solutions key to iGaming growth in the Philippines: Panel

Nelson Moura
-
0
Payment solutions key to iGaming growth in the Philippines: Panel

The future of iGaming in the Philippines is set to be shaped by regulatory advancements, the rise of new competitors coming from the unregulated market, and the integration of payment solutions, especially in popular social and messaging apps, industry representatives pointed out today.

The second day of the ASEAN Gaming Summit started with a panel centered on the origin story of iGaming in the Philippines and what’s next for the industry.

The Philippines boasts one of the highest online screen times globally, with Filipinos spending nearly nine hours a day online. This high engagement level, combined with the prevalence of e-wallets, positions the country as a robust ecosystem for iGaming.

According to statistics, Facebook was the most used platform by Filipinos, who reportedly spend an average of 26 hours and 54 minutes on the platform monthly, while also spending 40 hours and 46 minutes monthly on TikTok.

“Can you imagine a world if Facebook were to get their own EMI license and do their own payments? It’s gonna be a game changer,” Evan Spytma, CEO of Casino Plus, noted in the panel.

Ricky Banaag, President & CEO of DFNN, highlighted the critical role of payment platforms in the growth of iGaming. He pointed out that e-wallets, particularly GCash, have become embedded in the daily transactions of Filipinos, both online and offline.

“For the Philippines, the platform started with G is still probably king,” Banaag remarked, emphasizing that new players entering the market must prioritize partnerships with local payment service providers.

He noted that many Filipinos use multiple e-wallets, which will be essential for facilitating transactions in the eGaming space.

Spytma also mentioned the potential impact of Viber, a messaging app extremely popular in the country, entering the realm of payment systems, suggesting that it could also significantly change the landscape.

For the Casino Plus CEO this reflects the broader trend of integrating social media platforms with eGaming, which could enhance user engagement and accessibility.

Unregulated market goes legal

The discussion also delved into the changes in the country’s unregulated iGaming which – according to Spytma – has traditionally accounted for about 75 percent of the total market.

“However, recent statistics suggest this figure has decreased to around 65 percent as illegal operators transition to licensed and regulated entities”, he added.

The Casino Plus CEO emphasized that the government’s approach has been strategic, allowing the regulated market to demonstrate its potential for generating revenue comparable to the unregulated sector.

“What they did is they wanted to show the way, show that in the regulated market you can generate more or equal to more than what you’re doing in the unregulated market,” he stated.

This shift is expected to continue, with many local gray sites launching as regulated entities, leading to increased competition and revenue generation in the coming year.

Where do we go from here: Operators share insights at the ASEAN Gaming Summit 2025

Frank Schuengel
-
0
Where do we go from here: Operators share insights at the ASEAN Gaming Summit 2025

The gambling industry’s future took center stage at the ASEAN Gaming Summit in Manila this week, with a panel titled “Where Do We Go from Here: The Operators’ Take.”

Moderated by Kelsey Wilhelm, Managing Editor of Asia Gaming Brief, the discussion featured David Lawrence – General Manager of Dragon Royale; Angel Sueiro – COO of PH Resorts; Tony Macmillan – CEO of Bally’s Colombo; and Niall Murray – Chairman of Murray International Group (Macau) Co. Ltd. Together, they offered a snapshot of shifting dynamics across key Asian markets.

Wilhelm, based in Macau, opened by asking about the state of the world’s premier gaming hub. Niall Murray described Macau as in a “transition phase.” With operators mandated to invest $25 billion – 95 percent in non-gaming ventures like entertainment and only 5 percent in casino refurbishments – he likened their efforts to a marathon with runners heading in scattered directions. “It’s not a strategic plan; they’re muddling through,” he said, noting the government’s delegation of economic diversification to operators. He expressed hope that Macau’s new CEO and the “1 plus 4” diversification strategy might align with mainland China’s expectations, potentially boosting player numbers.

data-driven

Wilhelm then turned to the Philippines, recently removed from the FATF grey list. David Lawrence credited PAGCOR’s proactive stance, though he acknowledged grey areas had posed risks.

Regarding Sri Lanka, Tony Macmillan painted a picture of an emerging yet unregulated market. “It’s a grey area with a 45 percent tax and a finance ministry license,” he said. The upcoming $100 million City of Dreams (Sri Lanka) resort signals change, but firm regulations lag despite steady revenue generation.

On Macau’s non-gaming push, Murray was skeptical. “It’s hard to rival mainland China’s offerings – cheaper food, more value,” he said, noting that with 45,000 hotel rooms, 70 percent of occupancy comped by, leaving little room for non-gaming guests.

Back to the Philippines, Sueiro raised a challenge: highlighting the status and recognition of land-based gaming online. “How do you make someone feel special digitally?” he asked. Lawrence saw synergy as key in the Philippines. “It’s mobile-first here – you need both channels working together,” he said.

In Sri Lanka, Macmillan noted Bally’s operates two online sites without a specific license, anticipating new legislation for clarity.

data-driven

Wilhelm asked about the Philippines’ POGO shutdown and calls to regulate PIGOs further. Sueiro suggested perception matters, noting PIGOs haven’t surfaced as an election issue – a positive sign.

Lawrence distinguished the two: “POGOs and PIGOs are different animals. PIGOs tap mass-market potential, especially beyond Metro Manila – like Cebu.”

In Sri Lanka, Macmillan tied future growth to an IMF-mandated gaming commission. “There’s plenty of money here; we’ll see what develops,” he said.

Murray wrapped up with Macau’s outlook under its new CEO. “Change is clear, compliant with mainland China, but there’s some confusion,” he said.

The panel painted an industry adapting to diverse pressures – regulation, digital shifts, and demographics. For attendees, it was a grounded yet hopeful take on where gaming might head next.

Marina Bay Sands celebrates 500Mth visitor amid ongoing transformation

Nelson Moura
-
0
Marina Bay Sands celebrates 500Mth visitor amid ongoing transformation

Marina Bay Sands has indicated it reached its 500 millionth visitor this month, since opening its doors in 2010.

Without providing the metrics used to determine that figure, the Las Vegas Sands property indicated in a social media post that the ‘achievement highlights the integrated resort’s status as a global icon, consistently attracting guests from around the world’.

‘The landmark occasion comes as Marina Bay Sands continues its efforts to transform the property and redefine guest experiences, ensuring that visitors enjoy a unique and memorable stay’, the property added.

In conjunction with this milestone, the resort has released its latest Annual Review, showcasing exceptional performance over the past year, highlighting that the IR recorded an EBITDA surpassing $2 billion for the first time in its history.

Last year the resort also reported net revenue of $4.23 billion, including casino revenue of $2.96 billion and non-gaming revenue of $1.27 billion from rooms, food and beverage, retail, and other services. The resort also registered an average hotel daily rate of $826 and a hotel occupancy rate of 94.8 percent.

In 2024, Marina Bay Sands also crossed a pivotal milestone in its $1.75 billion reinvestment program.

Paul Town, Chief Operating Officer of Marina Bay Sands, stated, that “the reinvestment program has been a profound journey of transformation, focusing on areas that we knew were critical to our guests and underdeveloped in the past.”

The report noted that the resort has increased the number of high-value suites to 775, up from 180 previously, and elevated the service experience to match this new development. “The repositioning allows us to actively engage with the premium customer segment on a much broader scale,” Town added.

As the reinvestment program continues into 2025 and beyond, the operator says that guests can look forward to even more changes. Among the most anticipated is the transformation of Sands SkyPark, described in the report as “one of Marina Bay Sands’ and Singapore’s most iconic spaces.”

This project will enhance SkyPark’s offerings by adding premium hospitality features.

Later, the integrated resort plans to unveil a wellness spa to cater to the rising demand as part of the luxury travel lifestyle.

In 2024, Marina Bay Sands also spent SG$2.19 billion ($1.6 billion) and boasted one of the largest private sector workforces with over 11,800 team members.

The resort continued to empower Singapore-based companies, with “91.5 percent of procurement spent locally.” Additionally, Marina Bay Sands delivered corporate and social impact by hosting business, leisure, cultural, and entertainment events, recording over 38 million visitors throughout the year.

The ongoing transformation of Marina Bay Sands aligns with Singapore’s long-term ambitions. The report emphasized that the property’s performance has validated the reinvestment strategy launched by its parent company, Las Vegas Sands, three years ago, despite considerable challenges.

Las Vegas Sands has recently announced a significant delay in the much-anticipated expansion of Marina Bay Sands, with the completion now projected for January 2031.

Marina Bay Sands has reportedly secured a record $9 billion loan to help fund the expansion of the integrated resort in Singapore.

“Even amid disruptions caused by ongoing renovations, which resulted in fewer hotel rooms and gaming spaces, the financial performance remained exceptional, with record-breaking revenues and EBITDA exceeding $2 billion for the first time.”

The report added that the completion of several key projects under the $1.75 billion reinvestment program has “elevated Marina Bay Sands to new heights”.

Highlights include the completion of work on the Paiza Collection across all three hotel towers—a significant addition that positions the resort firmly as a leader in the ultra-luxury segment.

Experts advocate KYC as a safeguard for online gaming platforms

Viviana Chan
-
0
Experts advocate KYC as a safeguard for online gaming platforms

In the rapidly expanding realm of online gaming, establishing trust between platforms and users is paramount. A key component of this trust is the Know Your Customer (KYC) process.

As Marvin Miao, regional director of Jumio, emphasized, “KYC is the step to make people trust the platforms.” He explained that before gaming platforms can generate revenue from players, they must first convince users that their funds are secure.

During a panel discussion at the ASEAN Gaming Summit on March 19th, Miao provided insights into the core purpose of KYC, underscoring its role in verifying user identities remotely. “Essentially, the question I want to ask is, how do I trust that you are who you say you are? Because I can’t see you, and that’s the whole concept of verification. It’s all about building trust,” he explained.

Krizia Cortez, PR director of the Philippines online casino platform PlayTime, discussed KYC’s strategic value from a business perspective. “From a business standpoint, the information you get from KYC is essentially the first data we have to understand who our customers are,” she stated, noting its importance in improving services and marketing strategies.

The panel also addressed concerns about user reluctance to provide personal information. Miao argued that strong KYC measures can actually boost user confidence. “If I’m a player and I log onto a platform, and I see that the platform is asking for my ID and perhaps some additional information about myself, I feel more confident because I know the platform is taking steps to protect me and my funds,” he said.

Cortez observed that attitudes in the Philippine market are evolving. “Right now, people in the Philippines are becoming more accustomed to providing information when signing up for games. It’s growing, and they’re starting to understand that it’s part of regulations and operator requirements,” she explained.

data-driven
Marvin Miao, regional director of Jumio

The discussion also examined the challenges posed by advancing technologies like AI and deepfakes. Miao outlined Jumio’s strategies for combating fraud, emphasizing the need for continuous adaptation. “It’s a constant battle,” he admitted.

Cortez stressed the importance of balancing AI with human verification. “The reason we combine both is that some sign-ups may bypass automated systems, so adding a layer of human oversight ensures greater security,” she noted.

The unique challenges of the Philippine market, including limited access to primary identification, were also discussed. Cortez described PlayTime’s strategy of partnering with platforms that have established verification systems to address this issue.

Miao acknowledged the diverse regulatory landscapes across different regions, commending the Philippines for its adaptable approach. He stated that Philippine regulators are “very open-minded.”

Higher interest by local investors differentiates the Thai gaming story from Japan: Experts

Nelson Moura
-
0
Higher interest by local investors differentiates the Thai gaming story from Japan: Experts

As Thailand attempts to establish integrated resorts, industry experts highlighted a significant contrast with the hesitancy in Japan, emphasizing that local Thai investors are eager to develop casinos.

Key locations in Bangkok, such as the Impact Arena, Exhibition and Convention Center, and Bang Na, were identified as prime sites, but discussions reveal the need for varied investment strategies and caution against over-concentration in the capital, which could undermine tourism in other regions.

A panel at the 2025 ASEAN Gaming Summit delved into the most promising emerging markets in Asia, with some prominent gaming media figures giving their two cents on which location in Thailand could or should be the first to develop an integrated resort if the entertainment complex bill currently under development comes to fruition.

For starters, Muhammed Cohen – Asia Editor at Large for iGaming Business/Clarion Digital Media – highlighted a distinct difference between investor enthusiasm in Thailand and Japan.

“The investors who remain enthusiastic about Thailand are Thai investors. And this makes Thailand very different from Japan, where no major Japanese companies, with the exception of Orix, raised their hands to say, ‘We want to invest in integrated resorts in Japan,’” Cohen explained.

He emphasized that major Thai groups, familiar with large real estate developments, are eager to incorporate casinos into their projects, although he cautioned that this might not necessarily drive tourism, which is a primary goal of the initiative.

Cohen identified two prime locations in Bangkok that are ready for development as soon as the legislative framework is approved.

“Just north of Bangkok, there’s a development called Impact. It’s the largest convention center in Asia. It also has an indoor arena. It has a community of 300,000 people around it, all developed by a public listed company called Bangkok Land,” he noted.

He also pointed to Bang Na, a major retail area south of Bangkok connected to the Bangkok Mass Transit System, commonly known as the BTS Skytrain, as another viable option. “Impact will also be connected to the Sky Train later this year,” he added, reinforcing the logistical advantages of these sites.

Meanwhile Tiago Azevedo, Principal at GGRAsia, pointed out that investment expectations should vary by location.

Thailand with the potential to become the world's third-largest gaming market

“You cannot expect companies to invest the same amount if they go to Bangkok, if they go to Phuket, if they go to Chiang Mai,” Azevedo stated. He suggested that specific plans should be developed for each area, particularly in tourist-heavy locations like Phuket, where a more budget-oriented approach might be necessary.

The discussion also touched on the regulatory framework surrounding integrated resorts. A panelist raised concerns about a possible rule limiting casinos to 10 percent of the overall entertainment complex, to which Cohen dismissed the significance of this limitation, arguing that it could be adjusted without major implications.

“A long time ago, a casino operator told me that the 10 percent casino space number is irrelevant. You just build another parking garage,” he remarked. He cautioned that if multiple casinos were built in Bangkok, it could economically disadvantage other regions. “If you build two in Bangkok, you basically kill anything else outside of Bangkok,” Cohen warned.

Martin Williams, a journalist with Vixio Gambling Compliance, underscored the importance of a strategic approach to location choice. He reflected on Japan’s struggles with a “one-size-fits-all” model and emphasized the need for flexibility.

“The one-size-fits-all model was a disaster for Japan because the central government wasn’t willing to be flexible enough to meet the needs of local companies,” he asserted. Williams advocated for concentrated development, suggesting that a cluster of resorts could enhance confidence and economic viability.

Personalized non-gaming experiences driving integrated resort growth: Experts

Viviana Chan
-
0
Personalized non-gaming experiences driving integrated resort growth: Experts

The modern Integrated Resort (IR) is no longer defined solely by its gaming offerings but increasingly by diversified non-gaming amenities, say experts.

During a panel titled “The Non-Gaming Power Play” at the 2025 ASEAN Gaming Summit, speakers discussed how this evolution is driven by several factors, including the rise of a discerning middle class, an influx of international tourists, and growing demand for multifaceted entertainment experiences.

At the heart of this transformation is a deep understanding of diverse customer segments — a point underscored by Lorraine Koo, an independent gaming consultant with extensive experience in the Philippine IR sector.

“In terms of customer segmentation and the different types of players, we mainly divide them into mass and VIP players. Their requirements for non-gaming amenities vary to a certain degree,” Koo explained.

For mass-market visitors, the appeal lies in a comprehensive entertainment ecosystem. “For mass players, shopping, hotels, and even business venues like MICE, conventions, and meeting centers all contribute to the overall experience,” she elaborated.

This focus on non-gaming amenities is not merely about providing options; it’s a strategic move for customer retention. “The host will be able to reach out to players. These touchpoints — like having a well-positioned hotel — are crucial for retaining customers,” Koo added.

The VIP segment, however, demands a more personalized and sophisticated approach.

“VIP players, or businesspeople with ventures across the world, often seek meeting venues that can accommodate their needs seamlessly,” Koo highlighted. This convergence of business and leisure presents a unique opportunity for IRs to cater to high-net-worth individuals who prioritize convenience and integrated experiences.

data-driven

Larry Synstelien, President of ReadyLinks Inc.

Technological advancements are also playing a pivotal role in shaping the modern IR. Larry Synstelien, President of ReadyLinks Inc., emphasized the transformative power of robust connectivity. “Everybody wants instantaneous gratification,” he noted, underscoring the demand for seamless streaming, social media sharing, and real-time communication.

This connectivity not only enhances the guest experience but also unlocks new revenue streams for IRs. “We can turn the IT department from a cost center into a profit center by using tools that help convert guest interactions into meaningful data and monetization opportunities,” Synstelien explained.

Daily Asia Gaming eBrief: ASEAN Gaming Summit 2025 Highlights

AGBrief Editorial
-
0
Daily Asia Gaming eBrief: ASEAN Gaming Summit 2025 Highlights

What you need to know

ASEAN Gaming Summit 2025

On the radar

AGB Intelligence

Asia Gaming Awards 2025

data-driven

Asia Gaming Awards returns, celebrating industry leaders for 2025!

The Asia Gaming Awards returned in opalescent form on Wednesday, March 19th at Shangri-La The Fort in Manila on Wednesday, bringing together hundreds of the top movers and shakers of the industry to celebrate their contributions to the gaming sphere.

Corporate Spotlight

UU Wallet: Bridging traditional finance and Web3 flexibility

UU Wallet unveils comprehensive Digital Finance Solutions at ASEAN Gaming Summit 2025

With a strong focus on security and efficiency, UU Wallet stands out with its instant cryptocurrency exchange capabilities and globally accepted prepaid card, making it a preferred choice for those navigating the complexities of digital finance.

MEMBERSHIP | INTELLIGENCE | ASEAN | CAREERS

1...451452453...1,809Page 452 of 1,809