The habit of high roller gamblers from China to take risks and emerge victorious or lose millions in one trip has earned the awe of casino operators across the world. This phenomenon is most obvious in Australia’s single profitable casino Echo Entertainment which depends on its Asian players for providing one third of its overall sales and treats them like celebrities.
These elite gamblers were responsible for enhancing earnings of Macau’s casinos by nearly four times, forcing large casino operators like Crown Resorts to develop an effective marketing strategy to bring them into Australia. This junket operation of sponsoring gamblers from Macau to Sydney interested in taking high risks has helped the casino increase its profits by nearly 25 percent.
Pampering high rollers with VIP treatment
The casinos of Australia promise and offer these high stake players VIP’s Rich Lifestyle and gambling thrill in an exclusive setting within VIP lounges. This has made it attractive for players from China who have helped the revenue of Echo Entertainment grow by three times to AUD 397 million within few months. In Sydney the earnings of Echo owned Star casino itself was at AUD 389 million from VIP customers signifying a growth of 30 percent in gross revenue. Crown Casino also reported a 53 percent increase in revenue from its elite gamblers representing the highest rate of growth within a year.
To pamper its VIP customers, Crown Resorts and Casino got Bombardier Jets to transfer them from Macau to Australia and back instead of its usual Gulfstream jets which led to expenditure of nearly AUD 100 million.
Exclusive casinos for high rollers
Crown Resorts is also building a casino close to the Echo Entertainment casino to attract customers from Macau and Singapore. These famous and rich players find Australia an attractive option as they already have family and business connections in the country and this is like a free trip for them with family where they can relax in the glamour of famous and rich celebrities. Australia has a large Chinese immigrant population which settled down several years ago and own large tracts of real estate property.
Echo is working with Hong Kong based firm Chow Tai Fook Enterprises to build a new casino resort in Sydney, which will be uniquely designed on the beach side. To increase the attraction quotient of the casino resort Echo is planning to buy a golf course in the region.