The Integrated Resort Experience (IRE) is one of the hot topics of the conference program at G2E Asia this year. The panel discussion entitled : Gaming & Non-Gaming Convergence: The Future of the Industry will be held today, addressing how non-gaming amenities have gained importance in the casino market worldwide and how Macau gaming properties are working towards growing this side of their business.
Topics include ways to maximise non-gaming revenue; the importance of non-gaming rewards programs; and pricing strategies and other operational considerations. Wilson Lu, Agilysys, Inc. regional director for North Asia region, will be participating in the panel, sharing his insights on how to establish connections with non-gaming customers and the role of technology in creating an integrated resort experience.
The event is featuring IRE at the core of its offerings, in direct response to the Macau government’s call to attract a market beyond pure gaming enthusiasts and diversify revenue streams.
Macau instituted a Five-Year Development Plan last year with the goal of the gaming industry having non-gaming revenue at least nine percent of operators’ total income by 2020.
Along with developing non-gaming attractions, Macao is energetically looking to develop its MICE businesses with the objective to mirror the success of the other global gaming mecca – Las Vegas. In recent years, the American city has managed to make non-gaming activities its most dominant revenue generator by drawing a much wider demographic of pleasure seekers.
Resorts in Asia have already begun to learn from their Las Vegas counterparts. They are already offering more restaurant options, and have added thrill rides, nightclubs, and other non-gaming entertainment bars.
Macau facilities have already seen double-digit increases in non-gaming revenue last year. Wynn Resorts Macau, for example, reported a 13 percent increase in revenue from non-gaming in 2016, which gave the previously bustling casino on the Cotai Strip a much needed boost.