As regional gambling revenue slumps, some companies are finding a new marketing strategy isn’t enough to draw the crowds and instead are trying for a complete rebrand. Operators such as Star Entertainment, Donaco and Macau junket Tak Chun has all recently tweaked their image. However, rebranding is a complicated and costly process, especially if you get it wrong.
With Macau gambling revenue falling for the 12th straight month in June and new multi-billion dollar casinos set to double capacity in the territory, it has become more important than ever for operators to find a way to stand out from the crowd -- but does it have to break the budget? Kevin Clayton, chief marketing officer for Galaxy Entertainment Group, cites the old saying “differentiate or die,” to describe the need for the companies to carve out their market niche and shape their brands through the best use of all available marketing tools.