Integrated Resorts are increasingly looking for ways to capture a bigger slice of the premium mass segment, that is wealthy casino guests that travel independently to resorts and whom non-gaming factors can drive resort selection. In locations like Macau, premium mass reportedly equates to 30-50% of mass gaming revenue. Luxury lifestyle elements and a consider mix of amenities that appeal to both casino patrons and non-gamers alike are now mainstays of the successful IR. One-of-a-kind elements such as experiential retail, thematic dining and cutting-edge wellness concepts are increasingly used to entice guests.

Shifting aspiration has contributed to high rollers’ move away from demanding outright privacy, they want a more social approach with the option of exclusivity. On the other hand, mass market gamers – in line with broader trends – are looking for unique personal experiences.

Across almost every sector, consumers demand for unique and bespoke experiences is becoming more pronounced. 70% of guest in the hotel industry alone report have positive experiences with personalization. We believe this can be achieved through a combination of technology, operations, and savvy design.

Esports have seen a significant growth in recent years, with a significant appeal among millennials and Zoomers. Flexibility is vital when designing esport venues, spaces need to be multi-purpose with easy conversion to other uses, maximising revenue opportunities. Synergy with the traditional gaming segment in the future with esports and fantasy betting on the rise.

While the incorporation of contextual cultural elements isn’t a new trend, it is becoming increasingly nuanced. Especially in integrated resort settings. When done with well, affiliation with unique cultural references provides a recognizable touchpoint and differentiator, as well as appealing to pre-existing engaged markets.