The brand new eSports venue is the first of its kind in the popular casino gambling hub and will aim to attract a new generation of customers, as Melco, similarly to its rival integrated resort operators, is looking to diversify its revenue sources beyond casino-style gambling.
News about Melco’s plan to venture into the rapidly growing eSports market first emerged earlier this year, when the company itself revealed in its Q1 report that it would open a dedicated facility at Studio City by the end of the year. Launched in 2015, Studio City is located in the heart of the Cotai Strip, known to be Asia’s equivalent of the legendary Las Vegas Strip.
This is not the company’s first foray into eSports. Back in April, it partnered Singapore-based consumer Internet platform Garena for the eSports 2018 League of Legends Master Series (LMS) Spring Final. The event took place at Studio City before a live audience of more than 2,000 people. Last summer, the resort played host to an eSports-focused festival.
Rival Macau casino operators SJM Holdings and Galaxy Entertainment Group have also engaged in hosting or sponsoring eSports events in Macau. SJM Holdings chief executive Ambrose So Shu Fai is on record saying eSports is “an emerging industry with huge growth potential and global viewership”.
According to some industry commentators, casino operators are keen to attract a new generation of consumers to their premises, and see eSports as a possible route. Macau academic and legislator Davis Fong Ka Chio as said eSports could be a good addition to the non-gaming offering of Macau’s casino resorts.
Source: GMB / Casino News Daily
