Why millennials are suddenly hot property for Macau’s casinos

  • Millennials visiting Macau seen as vital new customer base
  • Casino focus on tech and gagetry to appeal to 20 and 30-somethings

The future of VIP casino gaming in Macau is not expected to carry on forever, so like many casino operators in the West, it is the millennial generation that is seen as the long-term future for many in Asia.

Are millennials are ready to pulled in by the glitz and glamour of Macau's casinos?
Are millennials are ready to pulled in by the glitz and glamour of Macau’s casinos?

One such operator is Galaxy Entertainment Group Limited which is reported to be actively seeking millennial customers as a way of securing their future earnings.

According to a story published in the South China Morning Post, Galaxy Entertainment’s deputy chairman Francis Lui Yiu-Tung revealed this new strategy during the 2017 Global Gaming Expo (G2E) Asia. According to Lui, the new marketing wave is further driven by the fact that the targeted demographic is largely untapped and very eager to be catered for.

“The ‘millennials’ are catching up [and] they are young customers that embrace technology and think differently,” he stated. Lui added that understanding this new market segment is the only viable way of making sure that Macau remains competitive in the coming years.

Signs of market uncertainty

For close to two years Macau’s casino industry experienced a gradual decline in gross gaming revenues and it’s only in the last nine months that the market has experienced a consecutive monthly increase.

Although there is a general positive outlook, there is debate on whether the recent market improvement is sustainable. The unpredictability of the industry seems to have been the main reason why casino operators are taking steps to actively seek a new client base.

Tech is second nature

Although it has been noted that most VIP casino players preferred card games, Lui mentioned that casinos are willing to invest in modern tech-based casino games that will attract customers who were born between the mid-eighties to late nineties. “We know that these millennials like gadgets and technology, so it might have to be a different type of game,” Lui said, alluding to the fact that the gaming offering may need to be upgraded to attract a younger crowd.

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