MGM China is looking to grow its international customer base via a new deal with parent company MGM Resorts International. Both firms signed an International Marketing Agreement which will see MGM Resorts establish multiple overseas marketing offices for MGM China in a bid to bring more non-Chinese customers to Macau.
Reducing Dependence on Chinese Customers
The marketing offices will be supervised by Special Manager Sean Lanni, who is also currently serving as MGM Resorts’ President for Far East Marketing.
The new deal is in line with the Macau government’s directive to attract more visitors from overseas markets so that the local economy would no longer be heavily dependent on patrons coming from mainland China, Taiwan, and Hong Kong.
This has also been included as a requirement for casino operators under the new 10-year gaming concession contract which aims to increase the non-gaming revenue of the concessionaires.
Attracting More Foreign Customers to Macau
The International Marketing Agreement, which effectively supersedes the Sixth Renewed MGM Marketing Agreement previously signed by MGM China and MGM Resorts, comes with fresh provisions, such as the establishment of Macau leadership and putting in place a sales and service support team located in the city. The deal also sets out new sales incentive plans and more aggressive targets for MGM China.
MGM China wants to take advantage of MGM Resorts’ expertise and track record in international marketing, with the end goal of driving more foreign customers to MGM China’s Macau properties both for gaming and non-gaming purposes.
