| Article ID: | iaor20082107 |
| Country: | United Kingdom |
| Volume: | 6 |
| Issue: | 1 |
| Start Page Number: | 33 |
| End Page Number: | 39 |
| Publication Date: | Jul 2007 |
| Journal: | Journal of Revenue and Pricing Management |
| Authors: | Gu Zheng |
| Keywords: | risk, financial, yield management |
This paper analyzes different approaches used by casinos to encourage gaming participation and raise gaming revenue and discusses their implications for Macau’s casino operations. Different from Las Vegas, Macau is a day-trip market dominated by risk-taking players. To improve its gaming operation results, Macau may consider increasing maximum bet limits, raising subjective winning probability, and adjusting game holds as gaming revenue enhancement strategies. The Las Vegas-style comp-centered casino promotion should be avoided.