Jenny Chan 陳詠欣
Jul 8, 2014

How to advertise a casino without saying the word

MACAU - Last week's numbers from the Macau Gaming Inspection and Coordination Bureau (GICB) showed gross casino gaming revenues in June fell 3.7 per cent—the first drop in five years. Yet marketers wishing to get back on a winning streak face a challenge in China's prohibition against gambling promotion.

Blame it on Rio. Although mainland tourists helped Macau supercede Las Vegas as the world’s largest gambling destination in 2006, frenzied punters putting odds on this year's FIFA matches diverted bets from the roulette wheel. But even after the World Cup wraps up, the prohibition against gambling promotion inside China makes it difficult to reach key consumers.

Furthermore, the bar is being continuously raised by highly competitive casino operators trying to attract visitors who have...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Subscribe

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
JWT hires Marianne Admardatine from Ogilvy for top Indonesia role
Premium
1 hour ago

JWT hires Marianne Admardatine from Ogilvy for top ...

Marianne Admardatine was previously chief growth officer for Ogilvy & Mather Indonesia and MD of both Ogilvy Public Relations and Pulse Communications in the country.

Premium
Don't put all your money in digital to reach affluent Asians: Ipsos
Premium
1 hour ago

Don't put all your money in digital to reach ...

Affluent Asian consumers have yet to fully embrace digital media, according to an Ipsos study.

Premium
Australian lamb ad banned after review
Premium
2 hours ago

Australian lamb ad banned after review

An independent reviewer has found "substantial flaw" in an earlier decision that allowed Meat & Livestock Australia's ad to continue running.

Premium
PR head launches bespoke beer brewery
Premium
2 hours ago

PR head launches bespoke beer brewery

Trouble Brewing offers companies personalised brews.