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...

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