Macau | Word of mouth important to casinos success – Bernstein

Macau (MNA) – As direct gaming advertising in mainland China is banned, word of mouth is an important element of promotions for casinos, a Bernstein report found.

The research showed that ‘product offering, quality and recommendations are the top motivating drivers for Chinese customers.’ Therefore, ‘operators with strong service and high end product quality should capture outsized share of the premium gaming spend,’ Bernstein’s analyst Vitaly Umansky says in the report. Among all the reasons to choose a property, casino appeal and non-gaming offerings are the two top ones.

‘Most casinos can be viewed as being interchangeable, but the amenities that are offered within the casino itself, and more importantly within the overall property become critically important,’ Bernstein says.