MGM China has reinforced its focus on high-end customers in Macau, outlining a strategy centered on product quality as it continues to invest in premium gaming and accommodation upgrades across its properties. The approach comes as the company seeks to maintain and grow its market share in a competitive environment shaped by evolving customer preferences.

During a recent earnings call, executives detailed ongoing developments at the company’s Cotai resort and upcoming renovation plans at its peninsula property. The updates reflect a broader shift toward targeted investment rather than expansion based on scale alone.

Kenneth Feng, Chief Executive Officer of MGM China, described the company’s direction as closely aligned with the expectations of premium players. “The Macau market is a premium-driven market but it’s not simply about supply. It’s not purely about quantity. It’s more about quality,” Feng said, Inside Asian Gaming reports. “It’s about understanding the market to serve the purpose of the target guests.”

Cotai Expansion Highlights Premium Strategy

At the center of MGM China’s recent activity is the opening of a 40,000-square-foot premium gaming area at its Cotai property. The space includes approximately 40 gaming tables and 15 private rooms, forming part of a broader upgrade designed to enhance the premium mass segment.

The launch coincided with the introduction of new accommodation suites, described by management as distinct offerings tailored to customer demand. Feng noted that the company had recently unveiled 63 suites at MGM Cotai, which he characterized as a “unique” addition within the Greater China region.

“We just opened 40,000 square feet of premium gaming space at Cotai, with about 40 tables or 15 private rooms,” Feng said.

The timing of these enhancements aligns with increased visitor activity around key holiday periods, including the May Day Golden Week. Company leadership indicated that the new facilities have already attracted positive feedback from guests.

MGM Resorts CEO Bill Hornbuckle highlighted the role of continued investment in maintaining a competitive position. “We continue to invest in our competitive advantages in premium mass to support future growth, and the suite conversion and renovated premium gaming areas at MGM Cotai were recently completed,” he said.

Renovation Plans Extend to MGM Macau

Beyond Cotai, MGM China is preparing to upgrade its original property on the Macau peninsula. The company has entered the design phase for the renovation of around 100 suites at MGM Macau, along with updates to gaming areas and food and beverage outlets.

Executives view these changes as necessary to keep offerings aligned with customer expectations. Hornbuckle noted that further capital projects would focus on refreshing suite inventory to ensure the property remains competitive.

“The next capital projects will involve renovating the suite product in Macau if we want to ensure our offerings stay fresh and ahead of market growth,” he said.

Feng confirmed that these efforts form part of a broader plan to allocate investment carefully, with a focus on delivering products that resonate with high-value customers. “We want to spend money wisely to serve the purposes of the customers in Macau,” he said. “They are not the typical hospitality products or resort products, they are serving the targeted premium guests.”

Market Performance and Product Adjustments

MGM China reported a Macau market share of 15.4 percent for the quarter, with an increase to 17.3 percent in March that continued into April. Despite fluctuations, management indicated confidence in the company’s ability to maintain its position through targeted investments and product development.

The company has also expanded its gaming offerings by introducing additional side bets following regulatory approval. These options, which include variations such as baccarat side bets, have gained attention in the market and are associated with higher house advantages compared to traditional table games.

Feng emphasized that the company continues to monitor how players respond to these additions. The introduction of new betting formats reflects broader shifts in customer behavior since the pandemic, with operators adjusting their product mix accordingly.

Executives also pointed to internal practices aimed at responding quickly to market changes. Feng described a corporate approach that encourages rapid adjustments in product development and service delivery to match evolving demand.

The strategy extends beyond Macau, with MGM Resorts advancing international projects, including ongoing development in Japan. However, the company’s immediate focus remains on refining its position within Macau’s premium segment.