MGM China Launches Labubu and Rolex Promotions to Strengthen Market Position
MGM China Introduces Engaging Promotions to Attract Players
MGM China has recently rolled out a new promotional initiative designed to help retain and grow its market share. As part of this campaign, players can exchange their points for collectible mini Labubu toys, a unique offering in the region. Moreover, customers placing side bets totaling 5,000 HKD (approximately $640) or more are entered into a draw for a chance to win a prestigious Rolex watch.
Market Experts Weigh In on MGM’s Strategy
Financial analysts George Choi and Timoth Chau from Citigroup view MGM’s latest campaign as a financially prudent approach to maintaining market presence. Their assessment comes amid intensifying competition from other casino operators, including Sands’ Londoner Grand and Galaxy’s Capella resorts. MGM stands out as the first casino operator to incorporate the mini Labubu toy redemption just days after the toy’s release on August 29.
Despite these competitive efforts, Citigroup reports that Macau’s six gaming operators continue to experience manageable rivalry within the marketplace. The region’s competitive dynamics have become a prominent conversation following the pandemic recovery phase, with Sands China recently signaling a push for more aggressive customer reinvestment after facing market challenges.
Insights on Market Performance and Player Behavior
According to Citigroup’s monthly Macau table survey, Sands China has recently gained traction within the premium mass gaming segment, bolstered by the activity of high-stakes players, including one bettor wagering around 2 million HKD ($256,000) and additional players betting between 100,000 HKD and 170,000 HKD ($12,830 to $21,830). While the number of premium mass gamblers declined 18% year over year, this decline was counterbalanced by a 27% increase in the average individual bet size, culminating in a net 3% growth in total premium mass wagers compared to September 2024.
Notably, MGM China reported its best quarterly earnings ever recently, a success largely credited to the uptick in tourist arrivals to Macau.
Leadership Perspective on Market Conditions and Promotion Activity
Bill Hornbuckle, president and CEO of MGM Resorts International, the parent company of MGM China, recently reflected on the company’s pioneering role in launching many of Macau’s current promotional efforts. Speaking at the Bank of America Securities 2025 Gaming & Lodging Conference, he emphasized that, while competition in Macau is robust, it has not escalated beyond reasonable bounds.
Hornbuckle further noted that regulatory frameworks are instrumental in ensuring promotional activities remain balanced, providing an effective oversight mechanism to prevent excesses in the market.
