• Comparing and contrasting the key design features and attractions that work in Asian casinos and integrated resorts compared with the West 
• Distinguishing between “elegance” and “opulence”
• Creating a busy and vital atmosphere, rather than an overcrowded one
• Do you have to have a big ‘theme’ to create an edge?
• Which high-tech features and electronic equipment are proving successful in appealing to customers?
• Reducing energy consumption through green design and products – What are the limitations and possibilities in Asia?

Paul Steelman, CEO, STEELMAN PARTNERS

Showcasing recent design projects in the region
Panellists include:
Thomas Wucherer, Principal, YWS ARCHITECTS

• Identifying the tangible and intangible elements that make up a successful brand.  Do these differ in Asia and, if so, how?
• Are the US or Asian brands winning out in Asia so far, and why?
• Knowing what your brand stands for and whether it fits with your proposed target market
• Overcoming the difficulties of branding a casino in countries where gambling has negative associations
• Using integrated marketing communications to convey brand values both inside and outside the casino
• Training staff to deliver on the brand experience and values
• How to ensure that junkets are upholding and enhancing the brand
• Measuring brand equity among customers and employees

Tim Riches, CEO & AP Growth Officer, FUTUREBRAND

Deepening the relationship with your customers to increase loyalty

• Best practice in running a Players Club programme – Taking the best from the West and adapting it for Asia
• How to design and implement a CRM programme for optimal effectiveness 
• Integrating marketing with public relations and communications
• What kind of marketing programmes have proven successful in Asia?

Marketing programmes: Design, analysis, measurement

• Defining your target market and what motivates players to attend casinos
• Setting achievable goals and targeting the players you most want to attract
• Identifying and attributing costs
• Developing a successful player reinvestment programme
• Designing a tiered reward programme

Andrew M. Klebanow, Principal, GAMING MARKET ADVISORS

• Should you focus on the high-end segment and what are the ramifications if you do?
• Building relationships – what matters to the VIPs?
• Training staff to anticipate and comply with the expectations of VIPs

Sudhir Kalé Ph.D, Professor of Marketing, Postgraduate Program Director, Co-Director, Centre for Globalisation and Development, BOND UNIVERSITY

Successful junket management

• What are the trends in junket management in the different Asian jurisdictions?
• Creating loyalty – Is it just a matter of percentages?
• How is the credit crunch affecting the risk taken on by junket agents?
• How do smaller casinos compete with the larger ones in terms of attracting VIPs?

Prof. Peter Lok, Senior Member, JIMEI GROUP

• Redefining marketing int he social media age
• How leading companies are generating business results via social media channels (with gaming examples)
• What does the future hold?

David Lian, APAC Social Media Lead, TEXT 100

This high-level panel discussion will consider the issues raised over the last two days to determine the trajectory for Asian gaming and how increasing competition will affect the future of the gaming industry in the region.  Will the different players (casinos, turf clubs, sportsbetting and online operators) work
together in the interests of the customer, or will they continue to fight over him?  Is there ever a case for developing a regional consortium of casinos for the purpose of developing joint marketing activities?  What other partnership possibilities exist, both online and offline?
Don’t miss this opportunity to play crystal ball gazer with the best minds in the industry and leave with some inspirational ideas.

Moderated by:       
Robert W. Stocker II, President, IMGL
Panellists include:
Michael Chen, President – Asia, HARRAH’S
Michael Gore, President & CEO, ORIENT PEARL ENTERTAINMENT & MANAGEMENT

Close of day three