Inside Asian Gaming

INSIDE ASIAN GAMING NOVEMBER 2018 16 AUSTRALIA’S STAR ENTERTAINMENT Group has launched new Chinese branding, supported by a new WeChat account, aimed at positioning the company’s integrated resorts as more appealing destinations to Chinese travelers. The branding sees The Star’s Chinese name under its existing eight-pointed logo reworked from the previous literal translation of “Star Harbour City” to a new translation: “Millions of Stars”. Managing Director and CEO Matt Bekier explained that Star Entertainment Group was keen to increase its share of the booming Asian tourism market and more specifically of those travelling internationally from mainland China. “The previous brand was really only identifiable for Sydney and certainly less prestigious, distinctive and dynamic than STAR TARGETS CHINESE PLAYERS WITH NEW BRANDING AND WECHAT ACCOUNT Suncity Group Holdings Limited’s subsidiary, Suncity Group Management and Consultancy (Sihanoukville) Limited, has expanded its agreement with Golden Sun Sky Entertainment Co., Ltd to include pre-opening and casino management services at an under- construction casino resort in Sihanoukville, Cambodia. The expanded agreement comes one month after Suncity agreed to provide consultancy services for the US$360 million property. According to Suncity, the new agreement will see it provide pre-opening and technical services for the casino of Golden Sun Sky’s integrated tourism resort project during various stages prior to opening. The technical services include assistance in the preliminary design for the casino as well as reviewing the designs and approving drawings in relation to the construction of the IR complex. The pre-opening services will include providing assistance to Golden Sun Sky in relation to preparation for the IR’s operation and design plan, as well as reviewing the timetable and budget for the development. After opening, Suncity will provide management services for the casino for a term of 20 years. Suncity expands Sihanoukville IR agreement the one we will now present to Asian markets,” he said, pointing to ongoing upgrades to The Star Gold Coast and the development of the Queen’s Wharf precinct in Brisbane. “This showcases what we bring to our destinations in Sydney and southeast Queensland, which is premium offerings and experiences.” The brand will be supported by a new WeChat account for the group. Bekier said the new “Millions of Stars” brand continues the work The Star has undertaken to drive its appeal to Chinese tourists. The company recently installed terminals that accept WeChat Pay and Alipay alongside China UnionPay to make it easier for Chinese visitors to complete transactions at its flagship The Star Sydney property.