A recent study has delved into the motivations behind the gaming participation of VIP players at Macau's integrated resorts, revealing a notable 'awe experience' that greatly amplifies the allure of gaming. The research highlights the significant role played by intrinsic and extrinsic gaming motivations, with intrinsic motivations having the most profound influence.
Furthermore, this awe experience acts as a bridge, linking gaming motives to the perception of gaming's appeal. This study, featured in Macau Polytechnic University's Global Gaming & Tourism Research, was a collaborative effort by scholars Ji Chunli from the Center for Gaming and Tourism Studies, Zhang Songlin from Shaoxing University's Business School, and Wong Waineng from Hizzard Public Health Technology.
The team discovered that VIP players’ gaming endeavors are driven not by a singular motivation but by a combination that affects their psychological state. As researchers explain, the sense of awe, considered a complex emotion, is tied to large-scale perceptual stimuli encompassing positive emotions and a reduction in self-awareness. While the precise definition remains elusive, it is seen as an extraordinary experience with lasting effects on individuals. In this context, the study proposes that the awe experience in gaming results from the unique environment and services offered by integrated resorts, triggering positive emotions among VIP participants.
VIP Players: Motivation and Impact
The study involved collecting 315 valid questionnaires between November 28th, 2023, and January 5th, 2024, to understand the shifting dynamics of VIP gaming in Macau. Despite declining VIP revenue, the study underscores the continued relevance of understanding VIP player motivations, especially as the industry adapts to a 'new normal.' It notes a drop in the share of VIP baccarat gross gaming revenue from 52.8% in 2019 to 29.4% by the first quarter of 2024, excluding premium mass baccarat revenue.
The significance of VIP players remains critical to Macau's integrated resorts, particularly as they transition from junket reliance to direct engagement with premium players. The study advises gaming concessionaires to focus on building lasting relationships with VIP players and understanding their gaming preferences and psychological drivers. VIP players should be seen not as transient visitors but as long-term contributors, offering greater value through enduring interactions. This approach requires a deep comprehension of what motivates these players and how they perceive gaming's allure.
Strategic Insights for Enhanced Gaming Experience
For management, the research offers several strategic insights, highlighting the importance of targeted segmentation strategies that take into account different gaming motivations. Understanding how intrinsic motivations (such as skill-based games) and extrinsic incentives (like rewards) affect VIP clientele is essential. To provide an optimal gaming experience, businesses must marry these different motivations, offering a diverse range of activities that cater to both.
The study's findings also advocate for incorporating emotional marketing strategies that leverage the awe experience. By creating standout moments through innovative entertainment and unique gaming environments, companies can strengthen customer engagement and foster loyalty. Activities that evoke awe, involving high-end entertainment and distinct interactive experiences, contribute significantly to the perceived attractiveness of gaming. This not only enhances the customer experience but also boosts retention and favorable word-of-mouth promotion, underscoring the value of designing experiences that spark positive emotional responses.
Source: Study targeting VIP players highlights the substantial impact of the awe experience, Asia Gaming Brief, December 5, 2024.
Posted by Wizard
Dec 05 2024
Dec 05 2024
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