MGM China and parent MGM Resorts to jointly establish more global marketing offices aimed at increasing international visitation to Macau casinos.
Macau gaming concessionaire MGM China has inked a new agreement with its majority shareholder, MGM Resorts International, under which the latter will be tasked with helping source more international customers for its Macau properties.
Under the new International Marketing Agreement, which replaces the previously signed Sixth Renewed MGM Marketing Agreement, MGM Resorts will establish a number of new global marketing offices – the costs of which will initially be borne by MGM China – aimed at further diversifying the company’s Macau customer base.
The offices as a whole, including those already in operation, will be overseen by a Special Manager, named as MGM Resorts’ current President Far East Marketing, Sean Lanni.
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In a Friday filing, MGM China said the new agreement with its parent company is specifically designed to address the Macau government’s directive to diversify the Macau economy and reduce its reliance on customers from mainland China, Hong Kong and Taiwan.
“For the purpose of fulfilling its obligations under the New Concession Contract, and pursuant to the commitment by [MGM China] to the Macau Government to expand overseas markets and to increase the growth of non-gaming revenue, [MGM China] desires to utilize the know-how and international resources and reputation of MGM Resorts International and its designated affiliates to conduct marketing activities via [its] existing and future Marketing Offices that will result in additional international customers visiting the Macau Properties for non-gaming attractions and also casino gaming,” it said.
Under the terms of the initial three-year agreement, MGM China will pay expenses to MGM Resorts up to a capped maximum of HK$64 million in 2023, rising to HK$82 million in 2024 and HK$113 million in 2025.
MGM Resorts holds a 55.95% stake in MGM China.
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