November 2024 has proven to be a standout month for the premium mass gaming segment in Macau, with robust growth in both the number of players and total wagers placed, according to Citigroup’s latest table survey.
Despite expectations of a slower period, the survey reveals a surge in activity, fueled by higher-quality players and innovative strategies implemented by casino operators.
The premium mass sector continues to shine, showing no signs of slowing down, with total wagers rising 29 percent year-on-year (YoY) to HK$12.2 million ($1.6 million). The number of premium mass players also grew by 21 percent YoY, underscoring the appeal of Macau’s gaming offerings.
Citigroup points to improved player quality as a key factor in this growth, with the average wager per player rising by 7 percent YoY to HK$23,706 ($3,046). This increase reflects a stronger concentration of high-value players, including more ‘whales’ (high rollers) than ever before.
A ‘whale’ is defined as a player whose bet size ranges from HK$100,000 to HK$500,000 ($12,800 to $64,000) per hand or more.
The number of whale players saw a rise to 21, compared to 18 in November 2023, with an average wager per whale increasing by 73 percent YoY to HK$268,381 ($34,477). This indicates not only a growing interest in premium mass offerings but also a shift toward larger, more lucrative wagers, contributing to an overall increase in gaming revenue.
Smart tables and creative side bets
Macau casino operators are continuing to evolve and adapt their offerings to cater to the premium mass market’s growing demands. One major trend observed in the survey is the accelerated deployment of smart gaming tables, which aim to increase game velocity and improve the overall player experience.
According to analysts George Choi and Timothy Chau, major venues such as Galaxy Macau’s Horizon, Studio City, Venetian Macao, Wynn Palace’s Diamond Club, Wynn Encore, and Plaza have fully integrated smart tables across all mass baccarat areas, ensuring faster game play and a streamlined gaming experience. This technological upgrade not only enhances the pace of gaming but also boosts operational efficiency, driving further growth in GGR.
Another innovation gaining traction in the premium mass sector is the introduction of new side bets. At The Venetian Macao, the launch of “Side Bet Expert Tables,” which focus on side bets like Lucky 6s and Lucky 7s, is attracting more players to place additional wagers. The innovative table layout, which prominently features side bets alongside traditional bets, combined with player screens displaying historical trends, encourages more frequent side betting, further driving up hold rates and, ultimately, GGR.
Sands China’s strategy of making side bets a focal point reminds investors and operators alike that GGR growth is not solely dependent on the number of players or the size of their wallets—it also depends on the creative ways in which casinos enhance the betting experience.
Melco’s success in the premium mass segment is also noteworthy. The operator has secured the top spot in Citigroup’s survey, with a commanding 31 percent share of total wagers. The introduction of the “Emperor” tier in its loyalty program has yielded positive results, attracting high-rolling players, as evidenced by the record-breaking wager of HK$2.2 million ($280,000) from the Player of the Month at Studio City’s Signature Club. With new premium offerings and a strategic focus on rewarding top players, Melco continues to strengthen its position in the competitive premium mass market.
