Marina Bay Sands Is Pushed Into Corner!

Posted: September 2, 2010 in Uncategorized

Contributed by: Peter Demoulin

2nd Sept, 2010

Upon my last visit to Macau I followed up with a trip to Singapore’s Integrated Resorts.
I was impressed by Marina Bay Sands (MBS) architecture and well coordinated functional layout on the bay front. However, I also heard about some critics of the place especially its poor service standards demonstrated during the initial opening and apparently it is still not much of improvement.
MBS’ casino floor is very spacious and “open” as in the case of Sands Macau (the group’s first casino in Asia). But what it lacks is the “Human Qi” i.e. in Chinese culture it means the element of warm hearted human traffic. It is therefore not surprised for me to hear from recent market statements about MBS being sidelined by Genting’s Resorts World Sentosa (RWS) in casino market share.

On the contrary, When i was in Genting RWS casino, the Qi was very apparent and real over there. Averaged betting level was high even among the mass gaming segment. But i must say that I am really not impressed with RWS’ theme park which is far behind the fun and excitement as compared to Universal Studios park in the USA and Japan. I will not be surprised again, a couple of years (by 2014) from now that this theme park be easily walked over by the largest Universal Studios park under-construction in South Korea.

As a whole, from my experience of travelling around the world’s major casino attractions, MBS seems to have loss the casino market share in Singapore to Genting. I read some local comments and realized that Genting RWS has already robbed over 65% of potential casino revenue as at its 2nd quarter operating results.

So, what went wrong in MBS?

I could only offer my personal views, such as

– MBS has no expertise in casino management at this stage for Marina Bay Sands, resulted in continued low effciency of casino floor.

– MBS’ conventional casino promotional techniques are not effective in this market!

– MBS also failed to identify and secure in advance, the critical mass pool of Malaysian mass gaming segment! Where as Genting has such a clear advantage in rallying thie “home turf” market.

– MBS’ marketing and branding is different from Genting RWS. This has resulted in losing out in the critical pool of mass market propensity for gambling in Singapore and Malaysia.

– MBS has yet to sort out their (direct) Premium players action! This segment is the hardest to develop, in Asia gaming landscape.

At the end of the day, based on Mr. Adelson’s proven records and reputation, he is good at “sorting out” his Dream Team when its members are not performing up to the task. Who knows a management earthquake may be in the making… at the Marina Bay front… watch out for the smoke.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s