It says Las Vegas is well positioned to grow with new real estate openings and increased sales in Baccarat, a "business segment capitalizing on Asian marketing opportunities."
But Las Vegas will benefit from an increase in Chinese tourists visiting the U.S. and "will have to continue adjusting its language, products and services to suit the Chinese market," says HVS, a consulting and services company focused on the accommodation, gaming and leisure industries.
According to data from the U.S. National Travel and Tourism Administration, the number of Chinese tourists visiting the U.S. rose 23 percent to 1.81 million. In 2013, Chinese tourists accounted for 2.6 percent of the total number of visitors.
According to a 2013 Las Vegas visitor profile study published by the Las Vegas Convention and Visitors Bureau, the proportion of Las Vegas tourists who identified themselves as Asian or Asian American rose from 2% in 2009 to 12% in 2013.
HVS said gaming operators operating in Asia and Las Vegas "are implementing cross-marketing because they can benefit from lower tax rates in Las Vegas compared to the Asian market."
"Strong baccarat play is likely to disproportionately benefit operators with Asian sourcing channels such as MGM Resorts International, Wynn Resorts and Las Vegas Sands Corporation," HVS added. 카지노사이트 모음
The three companies operate in Macau. Las Vegas Sands also owns Marina Bay Sands in Singapore. Table gaming is the dominant form of casino games in Asia, and baccarat is the most popular game.
In its 2013 annual report, Las Vegas Sands wrote, "Based on our experience in Macau, baka is the preferred table game for both VIPs and popular games."
Macau's VIP Bakara accounted for 63.7% of total game sales (GGR) in the first quarter of 2014, up from 66% in 2013.
The primary properties located in the Las Vegas Strip have been identified as those with annual gaming revenues of over $72 million, and are "clearly under the influence of luxury baccarat play," HVS said. The Nevada Gaming Control Board does not name these properties, but as of 2013, there were 23 casinos in the sector, according to the consulting firm.
"Over the past four years, Bakara's sales have reached 48.2% in 2013 from 43.5% of table game sales in 2011," HVS emphasized, referring to the 23 most profitable properties in Las Vegas.
However, a decline in play for the high-end baccarat will impact earnings. Among Las Vegas Strip's main assets, game sales fell 8.9% in the first four months to $998 million, according to statistics from the Nevada Gaming Commission.
Baccarat, which accounts for 70% of the declining segment, was the largest share in the first four months of the year, when Las Vegas Strip's table game sales fell 14.2% year-over-year to $428.7 million.
One possible impetus for Las Vegas is that HVS has the potential for Asian operators like Genting to enter the market.
The company, which exclusively operates casinos in Malaysia's domestic market, will begin construction of the $4 billion resort World Las Vegas with final approval from Nevada's gaming regulator.
Andrew Clebanow, partner at Global Market Advisors LLC (GMA), told GGRAcia that the Asian company's experience and large customer base could energize the U.S. gaming industry.
"Don't underestimate the databases Asian gaming companies have and what they can offer to customers in different locations. Genting currently has an international database on all its properties," Clebanow said.