Melco Resorts & Entertainment is seeing significant benefit from an increased focus on the premium mass gaming segment, management said Tuesday, with a clear goal of returning to the EBITDA and market share levels it enjoyed pre-COVID.
The company, in its 3Q24 earnings call overnight, outlined a raft of major premium mass-focused investments it has made to its Macau integrated resorts in recent months, including a relaunched loyalty program providing additional benefits to high-end customers.
“As part of this relaunch, we have introduced a new tier for our highest level of premium mass player that offers exclusive benefits and personalized experiences,” said Melco Chairman and CEO Lawrence Ho. The new “Emperor” tier includes villa stays, private jet use and executive protection services.
