In a keynote address at the MGS Summit, Kevin Kelley, Chief Operating Officer for Macau at Galaxy Entertainment Group, emphasized the need for electronic gaming manufacturers to diversify their product offerings to thrive in the evolving Macau gaming market. Kelley challenged manufacturers to go beyond the existing limited game themes, asserting that a broader range of innovative gaming products is essential for market expansion.
Market Evolution from VIP to Mass and Premium Mass:
Kelley highlighted the transformative shift in the Macau gaming market, transitioning from a VIP-centric focus to one dominated by mass and premium mass segments. This shift in customer dynamics brings forth new challenges and opportunities for both operators and manufacturers.
Call for Innovation:
The COO urged electronic gaming manufacturers to step out of their comfort zones and invest in research and development (R&D) to create cutting-edge gaming devices. He emphasized that aligning products with evolving customer preferences is crucial for sustaining and growing market share.
Competition from Regional Rivals:
Kelley acknowledged the intensifying competition Macau faces from neighboring jurisdictions like the Philippines, Singapore, and Vietnam. As these regions invest heavily in integrated resorts, Macau operators and manufacturers must adapt to changing market dynamics and customer expectations.
Diversification of Offerings:
To stay relevant, manufacturers need to broaden their non-gaming amenities, aligning with the industry’s trend towards more diversified offerings. Kelley expressed confidence in the potential growth of the electronic gaming segment, asserting that, historically, the industry tends to shift towards electronic games as operators diversify their entertainment options.
Outlook on Electronic Gaming Segment:
Kelley acknowledged that while Macau remains a table-centric market, the electronic gaming segment holds untapped potential. He encouraged a forward-looking perspective, expressing confidence that the electronic gaming segment could outpace growth expectations. Drawing on his extensive experience in the gaming industry, Kelley highlighted the natural progression where guests, as non-gaming amenities expand, become more comfortable embracing electronic games as their primary form of entertainment.
Galaxy Entertainment Group’s COO, Kevin Kelley, delivered a compelling call to action for electronic gaming manufacturers in Macau. Emphasizing the need for innovation and diversification, Kelley positioned the electronic gaming segment as a key player in Macau’s evolving gaming landscape. As the industry experiences shifts in customer preferences and increased competition from regional rivals, the call to embrace change and invest in cutting-edge products becomes imperative for sustained growth. The future of Macau’s gaming market rests on the ability of manufacturers to adapt, take risks, and cater to the dynamic needs of the modern gaming audience.