Sands China rethinking direct VIP approach

Sands China is reassessing its direct VIP approach in Macau, following the dismissal of its chief executive, Steve Jacobs, the man that carried out the strategy. The company will "study the economics" of using junkets versus marketing directly to VIP players, Sands China’s acting chief executive, Mike Leven, told Dow Jones Newswires. "It will be a number of months before we come to a conclusion," said Mr Leven. The company’s chairman, Sheldon Adelson, had already announced that Sands China could pull back on its efforts to drive the direct VIP business. "We all understand the margins are better with direct [VIP business] but the question is if the operator can keep growing that business," said Credit Suisse analyst Gabriel Chan, quoted by the Dow Jones Newswires.