According to Brand Finance Plc’s “Gambling 25 2024” report, Marina Bay Sands, a casino resort in Singapore, has risen from fifth to first position in terms of international brand value.
The top 25 rankings of this survey include eight additional casino brands with a presence in the Asia Pacific area in addition to four companies that provide gaming equipment.
The valuation consultancy uses a grading approach that takes into account many elements, one of which is “royalty relief,” which computes the cost of licensing a trademark to a firm if it does not already own it.
With a brand worth over US$6.16 billion, Marina Bay Sands—owned by Las Vegas Sands Corp.—received an ‘AAA+’ brand grade, signifying its “extremely strong” position. This is due, according to the survey, to the resort’s distinctive position in Singapore, which is connected to well-known sites like the Sydney Opera House and the Eiffel Tower and greatly contributes to its brand awareness.
Even if some Singaporeans refrain from gambling because of their cultural and religious convictions, Marina Bay Sands is nonetheless seen as being quite familiar. Regarding Brand Finance, the resort’s diversification strategy—which includes accommodations, retail, eating, and entertainment options in addition to its principal gaming operations—has raised the value of its brand.
Wynn Resorts, which operates properties in Macau and other nations, and Genting, which is in charge of the Resorts World Sentosa complex in Singapore, are two other noteworthy names in the top 25. Furthermore, the survey names IGT, Aristocrat, Novomatic, and Light & Wonder Inc. as the leading producers of gaming equipment.
Original story by: GGRAsia
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