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.
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.
