Inside Asian Gaming

INSIDE ASIAN GAMING | November 2008 10 Wynn Results market capitalisation was concerned. Quality is aworduseda lot inallmarketing,but not every company delivers on its promise. Mr Wynn believes his company does. “The franchise, the future, the value of the enterprise is almost totally dependent on one thing: customer experience,”Mr Wynn told analysts during the earnings call. Marketing By the very nature of the business,not every visitor to Macau gets the chance to see a VIP gaming room. Everyone does, though, have the chance to see the main floor of a property, and that can act as a living, breathing marketing tool. Players and industry analysts have certainly praised the mass-market floor of Wynn Macau for having an intimate and luxury feel. Wynn Macau’s President Ian Coughlan has said he attributes this partly to the company’s policy of breaking up the mass gaming floor by creating distinct zones in what might otherwise seem a daunting and almost superhuman space. Wynn Macau’s table games drop in the mass-market category was approximately US$568.8 million during the period, a 19.7% increase from US$475.4 million in the third quarter of 2007. A mass-market table games win percentage (calculated before discounts) of 20.3% was in-line with the win percentage in the third quarter of 2007 and above our expected range of 18% to 20%. We refer to our previous comments on win percentages. Slots up More interestingly, after a market-wide slow start for the slots sector in Macau, attributed largely to some cultural resistance among Chinese players and a lack of familiarity with individual products, Wynn Macau’s slot performance is really starting to take off. Slot machine win increased 103.2% compared to the third quarter of 2007. Average win per unit per day was US$366, a 19.7% decline from the third quarter of 2007, but in real terms a very strong performance, considering the venue’s total number of operational slots rose 153% year-on-year from 486 to 1,230 machines. “Players and industry analysts have certainly praised the mass-market floor of Wynn Macau for having an intimate and luxury feel. Wynn Macau’s President Ian Coughlan has said he attributes this partly to the company’s policy of breaking up the mass gaming floor by creating distinct zones in what might otherwise seem a daunting and almost superhuman space”