Galaxy COO believes Macau market to naturally transition EGMs

Electronic gaming machines (EGMs) will eventually take center stage in the Macau Special Administrative Region (SAR) gambling scene, according to Kevin Kelley, Galaxy Entertainment COO.

While acknowledging the widely held belief that Macau is primarily focused on table games, Kelley said during a presentation at the MGS Entertainment Show that EGMs would rise more quickly than anticipated.

With his extensive industry expertise spanning five decades and many countries, Kelley provided support for his predictions. According to him, when casino operators expand their offerings and provide a range of entertainment options, guests are more likely to choose slots or electronic gaming machines (EGMs), which promotes growth in that sector of the economy.

He stressed the need for manufacturers to adjust to changing customer tastes and demographics while advising them to invest in R&D to create products that appeal to the growing Macau market. He highlighted the issues facing the industry, including the almost complete disappearance of the junket business and the shift from a VIP-focused to a mass-driven economic model.

Responding to the changing nature of the local gaming industry, Kelley said that operators can no longer rely on a VIP segment generating significant gaming earnings due to the collapse of the junket sector. He underlined how important it is to adapt to the current situation and battle for market share in the face of shifting regulations.

In addition, Kelley said that Galaxy Entertainment Group plans to hold 250 MICE (Meetings, Incentives, Conferences, and Exhibitions) and 50 major concerts by the year 2024. Reaching a larger audience and beyond traditional gaming are the objectives.

But Kelley saw that previous gamers were being discouraged from visiting Macau SAR because of the superior gambling and entertainment options available in other parts of Southeast Asia. This highlights the need for Macau to keep coming up with new ideas and ways to enhance its offerings if it wants to maintain its status as the world’s best place to play games and have fun.

Original story by: Asia Gaming Brief