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China – New VIP Jimei slot hall could disrupt Macau

By - 14 January 2016

The status quo of Macau’s Premium slot sector is set to be shaken up by the launch of Macau’s first ever junket-run VIP slot hall which has debuted within the walls of Jimei Casino, boasting 130 high-limit slots.

Analysts believe the new concept could kick-start a ‘price war’ in Macau, disrupting the market as it attracts curious premium slot players.

Jimei operates under a gaming license held by SJM Holdings. The hall is the brainchild of traditional junket investors and follows suggestions from analysts that Macau needs to embrace new ideas to differentiate. Operated like a junket, the slot hall offers a premium gaming experience with a rolling program and extensions of credit.

Grant Govertsen, an analyst at Union Gaming, said: “We believe the opening of this slot parlour could be indicative of a segment of the industry that is very much in need of revenue and willing to try an idea that in a different era would likely not have been considered. The location of this new VIP slot parlour is within an existing third-party casino that offers few other amenities. We believe it is one of the lower performing third-party properties in Macau. As such, it could be a tough sell to attract and retain players based solely on having VIP slots on offer.”

“It could though be high maintenance from a customer service perspective,” he added. “We would caution that slot players are exceptionally fickle and VIP slot players probably even more so. They are very high maintenance from a customer service perspective and are very particular about what games they want to play.”

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