Inside Asian Gaming

IAG MAR 2020年3月 亞博匯 87 日本 surprise, with the business plan presented by Satomi in Yokohama careful to exhibit familiarity with the current reality of the Japanese market. An operational plan covering safety and security measures, and a development plan evoking Japanese culture while considering environmental impact, are Satomi’s keys to success. Certainly the company appears to have learnt a few parlor tricks from its competition, announcing in January a series of eye-catching partnerships that paint a clear picture of its Yokohama ambitions. Those partnerships begin with Katana, the marketing group led by Tsuyoshi Morioka – renowned for reversing Universal Studio Japan’s flagging fortunes – and extend to Foster + Partners, an English architecture firm whose designs include the Great Court at the British Museum, Reichstag New German Parliament in Berlin and Apple Headquarters in the US. It was with Foster + Partners by their side that 署合作協議，聯手斥資14億美元在韓國仁川發展百樂達斯城，該 IR項目亦於2017年開幕。世嘉颯美佔項目的45%股權，並坦言參 與該項目的主要原因，是汲取開發、啟用和運營IR項目的經驗。 關於橫濱IR項目，里見治表示，「我們希望構建一個全球遊客 皆到訪的住宿型目的地，並由具有相關豐富經驗的日本業者營 運。」他指該企在韓國累積的經驗可應用於日本項目上，特別是吸 引日本貴賓賭客及韓國的富有人士。 《孫子兵法》寫道：「知己知彼，百戰不殆。」這正是世嘉颯美 採取的策略，為市場帶來驚喜，而里見治早前所提出的橫濱項目 計劃，細緻地表現出該企對日本市場現狀的熟悉。包括安全措施 在內的運營計劃，以及考慮環境影響、喚起日本文化觸覺的發展 計劃，將會是世嘉颯美取勝的關鍵。 顯然地，該日企似乎在是次競爭中，亦從對手身上學習到一 些竅門，故此才於1月公佈一系列引人注目的合作夥伴關係，讓大 眾更清楚其在橫濱的雄心壯志。 其中，世嘉颯美與由森岡毅領導的市場營銷咨詢公司刀 （Katana）合作，森岡毅最為人津津樂道的是帶領日本環球影城 Sega Sammy displayed its conceptual IR drawing to the Yokohama crowd. There is also a collaboration with Kyoto Kitcho, the longstanding Japanese restaurant awarded three Michelin stars for 11 years in a row. “Food has to evolve with the times,” said head chef Kunio Tokuoka. “An IR is a great opportunity to popularize Japanese cuisine and Japanese culture.” Satomi noted, “Tokyo has more Michelin stars than any other city in the world, but how many does Yokohama have? There isn’t even a 5-star hotel.” Envisioning a resort that serves as the driving force of Yokohama’s revitalization, Satomi points to “a city that continues to create new value and prosperity through economics, culture and arts, using the environment as its axis.” It’s an ambitious play from Sega Sammy against the collective might of its international rivals. Only time will tell if its strategy can pay off. 走出財政困境。世嘉颯美亦與英國福斯特建築事務所建立戰 略聯盟，後者為人所熟悉的設計項目包括大英博物館大中庭、 位於柏林的德國新國會大廈和美國蘋果公司總部。正是在福 斯特建築事務所的協助下，世嘉颯美早前才向橫濱群眾展示 了其IR項目的設計概念圖。 另外，世嘉颯美亦與日本知名餐廳品牌京都吉兆合作，該 餐廳連續11年奪得米芝蓮三星的殊榮。「食物需要隨著時間演 變。」京都吉兆主廚德岡邦夫表示，「IR項目正是一個難得的機 會令日本美食及文化得以普及。」 里見治說「東京是全球最多米芝蓮星級餐廳的城市，但橫 濱共有多少家星級餐廳呢？橫濱甚至一家五星級酒店也沒有。 」 他表示，該企設法打造一個度假勝地，作為橫濱經濟復興 的驅動力，並指橫濱是「以環境為軸心，繼續通過經濟、文化和 藝術締造新價值和繁榮的城市。」 這就是這世嘉颯美雄心勃勃的計劃，以抗衡來自世界各 地的競爭對手，請拭目以待這策略能否奏效 。