Macau’s casino operators are implementing strategic innovations in baccarat side bets to enhance hold rates and drive additional gross gaming revenue (GGR), with the introduction of the new Big/Small 7 side bet emerging as a key development across major properties, according to a recent Citigroup investment memo.
The Big/Small 7 side bet, similar to the conventional Lucky 7 but requiring players to predict whether the Lucky 7 winning hand comprises two or three cards, has been adopted by several prominent casino operators as part of broader efforts to optimize gaming operations beyond traditional metrics of player count, wager size, and time spent at tables.
‘We saw more innovation in side bets, with the introduction of the new Big/Small 7 at most of the casinos,’ stated George Choi and Timothy Chau, analysts at Citigroup, in their recent gaming sector analysis. ‘The introduction of new side bets (and their popularity) can increase hold rates and provide an extra boost to GGR.’
Casino operators are pursuing two distinct strategic approaches to side bet implementation. Wynn, MGM, and Melco have adopted what analysts describe as a ‘less is more’ strategy, removing both conventional Lucky 6 and Lucky 7 from their tables while adding the Big/Small 7 alongside existing Big/Small 6 and Super Lucky 7 options. Conversely, Sands China and Galaxy Entertainment have implemented an ‘all-in’ approach, making all available side bets accessible to players.
The side bet innovations represent the latest evolution in Macau’s gaming landscape, where operators continue to explore methods of enhancing profitability amid varying market conditions. Last month, Sands introduced a progressive jackpot to most of its baccarat operations, demonstrating the industry’s continued commitment to product innovation.
August: Strongest month for visitation
The timing of these implementations coincides with August, traditionally Macau’s strongest month for visitation, although it typically sees dilution in average wager per player due to an influx of casual participants. However, Citigroup’s Premium Mass survey revealed a surprising 10 percent year-over-year increase in average wager per player to HKD21,543 ($2,769) in August 2025.
‘We expect both strategies to work well in the long run, much like what the Singapore casinos experienced,’ the analysts noted, referencing similar successful implementations in Singapore’s gaming market.
The baccarat side bet innovations come as Macau’s gaming sector continues to demonstrate resilience, with average Mass Baccarat minimum bets rising 6 percent year-over-year to HKD2,191 ($282) in August, marking the third-strongest month this year after February’s Chinese New Year period and May’s Labor Day holidays.
In Citigroup’s table survey, it found that Galaxy Entertainment maintained its leadership in the Premium Mass segment, capturing about 34 percent of total Premium Mass wagers, likely due to hosting the Cantopop superstar Eason Chan’s concert series. Sands China ranked second with about 23 percent market share.
The whale segment also showed activity, with 32 high-roller players observed in August compared to 25 in the same period last year. The month’s highest single bet reached HKD450,000 ($57,857) at Galaxy Macau’s Horizon Room.
