Australia’s gaming industry is facing a loss of significant source of funds as the ongoing trade war between China and the United States has driven Asian high rollers away from Australia. Although analysts have concluded that high-roller gaming is remaining strong, casino operator Star Entertainment has started a new marketing campaign tailored to attract Asian gamers.
The Chinese Branding Campaign
To make its brand more appealing to Chinese punters, Star Entertainment has launched a new Chinese branding campaign. It involves displaying the operator’s Chinese name, translated as “Millions of Stars”, under its eight-pointed logo and setting up a WeChat account.
Matt Bekier, CEO and managing director at Star Entertainment, expressed his interest in increasing the company’s share of the booming Asian tourism during an announcement. He mentioned that the betting firm is especially interested in targeting mainland Chinese tourists.
“The previous brand was really only identifiable for Sydney, and certainly less prestigious, distinctive and dynamic than the one we will now present to Asian markets,”
“There is a global arms race at present with countries investing heavily and repositioning themselves to capitalize on substantial tourism growth out of Asia, particularly from China. By presenting ourselves as an integrated resort company where the finest hotels, restaurants, theatre shows, music acts and other entertainment options are available within single precincts in prime locations, we can provide a compelling point of differentiation.” Bekier added.
Australia’s Asian Tourism
About 8.3 million tourists visited Australia during the 12-month period that ended in March 2018. 1.3 million of them were from mainland China. By 2028, Australia is expected to have up to 15 million visitors every year, of which 3.9 million could be Chinese. About half of Australia’s Chinese tourists are repeat visitors.
Star Entertainment has also set up terminals that accepts UnionPay, WeChat Pay and Alipay at The Star Sydney, the company’s leading casino brand.
“It’s great to see operators like The Star Entertainment Group prioritising what is already a near AU$11 billion market with a clear China strategy that combines investment in their China brand, new infrastructure and tailored services such WeChat Pay payment systems.” said John O’Sullivan, managing director of Tourism Australia.