A recent survey by UBS Securities Asia Ltd shows that the gaming sector is benefiting from a growing and more affluent mass-market segment.
The study found that high-income professionals from a range of industries are increasingly shaping demand, contributing to a resilient gaming environment.
UBS noted that these premium-mass players differ from standard mass-market gamblers in their preferences, placing higher value on services such as rebates, membership programs, quality hotel accommodations, and fine dining experiences.
According to UBS, operators offering a stronger mix of premium products are therefore better positioned to capture market share.
The survey stressed that Macau’s higher-spending customers – those spending over HKD20,000 per trip – have seen their average household incomes rise by about 22% compared with 2019. Emerging sectors, including hardware technology and pharmaceuticals, now account for approximately 7% and 4% of respondents, respectively.
The bank also observed that more premium players reported improvements in their financial situation over the past year (net positive 23%) and expect further gains in the coming year (net positive 21%), despite broader economic challenges.
The findings suggest that gaming demand is increasingly concentrated in the premium segment. UBS forecasts gross gaming revenue (GGR) and EBITDA growth of 5% and 11% in 2026, respectively, citing targeted marketing, tailored incentives, and high-end service offerings as key factors for operators to strengthen their position in the market.
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