Are big budget ads money well spent or sledgehammer cracking a nut?

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.  Most are trying to reach the coveted demographic of the booming middle class Chinese consumer, a market that all agree is still underpenetrated when it comes to Macau. But companies have taken very different approaches when it comes to how to catch the eye of those potential clients, especially when any advertising and marketing cannot promote the...

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