Gaming operators and suppliers are eager to know more about the Philippines market, G2E Asia organizers indicated when debuting the Macau offerings coming up in May.
As preparations ramp up for the G2E Asia and Asian IR Expo 2025, set to take place in Macau between May 7th and 9th, Vera Ng, Project Director at Reed Exhibitions (RX), shared insights into the event’s future direction and the strategic decision to expand into the Philippines.
RX plans to bring G2E Asia back to the Philippines for the first time in six years, with a two-day expo scheduled for December 10th and 11th, 2025, at the Manila Marriott Hotel, part of the Newport World Resorts casino complex.
“We’re seeing a surge in new developments and projects in the Philippines, and many suppliers are eager to penetrate this market,” she explained, adding that the move is intended to provide a dedicated platform for exhibitors focused exclusively on the Philippine market, with an expected 50 exhibitors participating in a more “intimate setting”.
Organized by the American Gaming Association (AGA) and Reed Exhibitions, G2E Asia made its debut in 2007.
Usually held in Macau, G2E Asia was not held in 2020 or 2021 due to the COVID-19 pandemic, before returning as a much smaller event at Marina Bay Sands in Singapore in 2022. The 2023 edition was split between the two gaming hubs – with Macau focusing more on non-gaming, while last year the conference returned solely to Macau, again with a strong IR focus rather than its traditional offerings.
This year decided to include both a May event in Macau and a December one in the Philippines, a choice that could be controversial given the feedback from 2023.
With a growing number of expos in the region, and in the Philippines, Ng acknowledged the challenge of competition. However, she emphasized that G2E Asia’s positioning sets it apart.
“Our Macau event is supported by a robust network of land-based suppliers, and we leverage our expertise to create tailored content for the market,” she noted. This differentiation aims to maintain a strong foothold in an increasingly saturated event landscape.
Non-Gaming as a Core Direction
The Thursday press conference at the Macau International Golf clubhouse offered more details on the May event, including the presence of executives from Sands China and Galaxy Entertainment Group alongside representatives of Macau’s tourism, cultural and business authorities.
This year’s event will be split between The Venetian Macau and Galaxy.
The event organizers expect the dual events will feature a 50 percent increase in space, accommodating over 150 exhibitors across 30,000 square meters and anticipating more than 10,000 industry professionals from 80 countries. This year’s program includes personalized business meetings, networking events, and educational programs alongside the traditional panels.
The Asian IR Expo has broadened its scope to include sectors such as IR Technology & Solutions, Live Entertainment, Sports & Entertainment, Green Hotel Supplies, and Travel Suppliers. Meanwhile, the Asian IR Summit will address the integration of non-gaming components, future technologies, and the evolving landscape of sports and entertainment in the industry.
Despite a clear larger focus on non-gaming elements – aligned with Macau and China’s government goals to diversify the local economy – Ng denied that the conference is “moving away from gaming” and stated that the gaming component of the 2025 edition has actually increased from last year’s edition.
Countering concerns that a focus on non-gaming elements may alienate some clientele, Ng reassured stakeholders that gaming remains a significant component of the expo.
“In fact, the gaming portion has been growing. This year, we’re seeing an increase in the space dedicated to gaming, driven by both traditional gaming operators and innovative technology providers,” she stated.
Ng highlighted the emergence of new technology solutions, such as smart table solutions and integrated systems. “As the market becomes more complex, the demand for integrated solutions continues to rise”.
She also expressed optimism about the expo’s future for the coming 10-15 years, bolstered by strong support from the Macau government and the industry. “We are confident in our ability to sustain this event.
“This expected growth reflects our commitment to expanding our offerings and meeting the demands of our exhibitors and attendees alike,” she concluded.
G2E Asia faces an uphill battle with the rise in gaming-related events throughout Asia. This year could provide key metrics on whether bigger (and multiple-location) events are better, and what operators and suppliers are truly looking for in their expo experience.
