Sands China is updating the high-limit gaming area at the Venetian Macao to boost play The Venetian Macao is launching its refurbished high-limit gaming area this month, ahead of Chinese New Year. The resort’s management says the MOP120-million investment (US$15 million) will better serve an increasingly important segment of players. Andrew Billany, senior vice president of Paiza and Plaza operations for the Venetian, says the remodelled area, with its focus on luxury, “will cater to our premium mass gaming guests and will set a new standard for a high-limit gaming experience in Macau”. It is part of the process the Venetian hopes will create a competitive advantage led by innovation in products, design, style and personal amenities. “A baccarat table is just a baccarat table. It is all the periphery services that come into play … that is what makes a really good experience,” Mr Billany told Macau Business. The revamped high-limit gaming area includes a main gaming hall, improved levels of privacy, a slots area and lounge. Both the number of gaming tables and slot machines have been increased, with the venue holding 66 tables and 156 slot machines. Mr Billany says the Venetian moved to renovate the high-limits area because of Macau’s competitive gaming landscape, the age of the previous fit-out and as a response to customer needs. “Obviously changes in the market place drive the thinking but also listening to our customers, what do they want the most and how can we respond successfully to their changing needs,” he says. Attractive play The high-limit market is a growing segment, with higher profit margins for casino operators than VIP play, since there are no junket operators involved. Overall betting volumes are much lower. Mr Billany says the definition of a high-limit player is related to table limits where they typically gamble. “It is usually the [higher] table limits. It can be HK$3,000, HK$5,000, HK$10,000 limit tables. Once they get to about HK$20,000, they may turn to go to the premium programmes that exist.” High-limit players represent roughly the top 10 percent of the mass market, according to some estimates. “It is a sizeable number, that is very profitable and extremely loyal. That is why they are extremely important to our business. They stay longer, they play longer,” Mr Billany says. “We have to build a better business model to target that segment. They are much more sophisticated, both the players and their demands.” Sands China began targeting high-limit players in a more systematic manner at the Plaza casino at the Four Seasons. “It had great success,” Mr Billany says, adding revenue for this segment there has been growing ahead of the overall market. He is not expecting the revamped high-limit area at the Venetian to cannibalise business at the Plaza, since they have different customer bases. Most high-limit players at the Venetian are from the mainland. At the Plaza, close to two-thirds are from Hong Kong. “I know it is going drive growth,” Mr Billany says. “It is going to better yield the square footage that we have in terms of asset utilisation and it is going to drive loyalty and share of wallet.” The new high-limit gaming area is not the only recent innovation from Sands China. Last month, it introduced a HK$50-million payday it is calling “Asia’s biggest jackpot” to launch a new series of MegaBucks slot machines. About 140 new machines will be in operation at the Venetian Macao, Sands Macao and Plaza casinos.
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