It seems that casino operators are no longer interested in attracting the average player, as high roller gambling is where the money is at in today’s gambling market. Across Australia, casino operators like Echo Entertainment and Crown Casinos have shifted their focus to more affluent players, and now a similar modification to its business plan. As SkyCity gets ready to focus more attention on its Queenstown location, the company is planning to enact a new strategy that is aimed at attracting high rollers.
For 2012’s financial year, SkyCity Queenstown saw a jump in profits worth 30%. According to Nigel Morrison, CEO of the gaming operator, this is the biggest increase in revenue that his company has seen since SkyCity Queenstown opened in 2000. Now, on the casino’s 12th anniversary, SkyCity is ready to revamp the casino, investing heavily in its future.
This year’s profits have been boosted significantly by Asian tourists, and SkyCity would like to continue appealing to that market in the future. Tourists from China and Macau are well-known for being high-roller gamblers, with local casino operators fighting over their business.
"We had a strong second half of the year with increased visitation from Asian groups who enjoy coming to Queenstown,” says Michelle Baillie, the casino’s general manager. “This also increased the per customer gaming spending”.
In order to make the necessary changes to attract its desired client base, SkyCity has bought the remainder of its shares from Skyline. The company paid $5 million for a 40% share, giving it full ownership of SkyCity Queenstown. Now, executives will be able to enact their international business plans.
"Having complete ownership will allow us to develop a VIP offering that will better accommodate these high-spending visitors,” she says.
Players with smaller bankrolls will still be welcome at SkyCity Queenstown, as there will still be plenty of affordable gaming opportunities available to them. The only difference will be that high roller players will be offered a number of additional perks, including more bonuses and VIP features.
