MGM China Introduces Labubu and Rolex Incentives to Safeguard Market Position

In the dynamic post-COVID era, Macau's gaming market has become a major topic of discussion, with MGM Resorts International taking the lead in shaping its competitive landscape.

Last week, Bill Hornbuckle, president and CEO of MGM Resorts International, acknowledged the company's pioneering role in launching competitive promotional strategies in Macau. This forward-thinking approach seems to be paying off, as MGM China recorded its best quarterly results to date last month, largely due to the rising number of tourists in Macau.

The Macau market, subject to regulatory oversight, is witnessing a significant ramp-up with the launch of Sands' Londoner Grand and Galaxy's Capella. This increased competition has not deterred MGM China, as they continue to innovate and adapt.

One such initiative is the introduction of mini Labubu toys for point redemption by players, making MGM the first casino operator to offer this unique reward. This move, just days after the mini version of the Chinese toy was released by the company Pop Mart on August 29, 2025, has been met with enthusiasm among players.

MGM's promotional strategies are not just about attracting new customers. They are also about retaining and growing market share. George Choi and Timoth Chau from Citigroup characterised MGM's recent initiatives as cost-effective measures to maintain and potentially grow market share.

The success of MGM in Macau can also be attributed to its focus on the premium mass segment. Sands China has gained market share in this segment, driven by the presence of a HKD2 million high-stakes player and five other high rollers. These players, who place bets ranging from HKD100,000 to HKD170,000, have contributed significantly to MGM's success.

Hornbuckle spoke at the Bank of America Securities 2025 Gaming & Lodging Conference, stating that while the Macau market is "always aggressive," there has been no indication that promotional activity has become excessive. Regulatory oversight, he noted, serves as an effective check and balance in the Macau market.

In a bid to further engage players, MGM China has launched a new promotional campaign offering a chance to win a Rolex watch for those who place side bets totaling HKD5,000 or more. This initiative, along with MGM's pioneering promotional strategies, continues to set the company apart in Macau's competitive gaming market.