Star Casino aims at high-end tourists

The casino operator is targeting well-heeled Asian tourists to compensate the lack of VIP high-rollers.

Australia.- The Star Entertainment Group is developing a strategy that targets high-end tourists to compensate for the VIP high-rollers that stopped visiting the casino after the detention of rival company Crown Resorts in China.

As local news outlet Sky News reported, the casino operator’s strategy consists of developing and upgrading gambling facilities at the Sydney and Gold Coast casinos in order to attract foreign visitors other than tourists from China, which is strictly against gambling activity. Turnover from international VIP dropped 20 percent in the period ending June 30, as it was severely affected by the Crown detentions last October. The employees were charged with offenses related to gambling promotion in June and released earlier this month. Whilst the sentences varied between nine and ten months, sixteen of them were released in the last few months, as they were arrested back in October and it represented time served. The Crown workers were also fined with a total of US$1.25 million, whilst three of the nineteen were released under bail when they were first arrested last year.

“We think that, as we have reflected on our VIP strategy, the real sweet spot for us is the customer that’s diversified, who wants to do more than just gamble, a family who seeks out tourism experiences,” said Chief Executive Matt Bekier. “Therefore, we are focusing on a customer that probably looks more like a super- high-end tourist customer who enjoys gaming. And that customer comes from across Asia, and in fact across the world.” The official said that those type of customers would eventually make up 25 percent if the company’s VIP business.