Studio City expands IP attractions amid Macau’s non-gaming pivot

Studio City is expanding its lineup of intellectual property (IP)-themed attractions in an effort to strengthen its identity as a family-focused entertainment destination.

The move aligns with the government’s recent emphasis on IP-driven entertainment as a tool to stimulate tourist consumption.

Secretary for Economy and Finance Anton Tai recently highlighted the success of these ongoing IP-themed initiatives in the city, citing telecommunications data that showed a 15% increase in foot traffic to the associated areas on weekends and holidays.

According to Tai, the city’s six gaming concessionaires are aware of this focus and are tailoring offerings to attract and retain diverse visitor groups.

For Studio City – operated by Melco Resorts & Entertainment – the emphasis on IP-based and entertainment-driven experiences is part of the property’s larger strategy to diversify beyond gaming and strengthen its appeal to multi-generational audiences.

This summer, the resort launched a new Toy Story-themed installation in collaboration with Disney, building on the momentum of previous partnerships with Sanrio and seasonal campaigns.

Kevin Benning, senior vice president and general manager at Studio City Macau, told the Times in an exclusive interview that the goal is to maintain momentum and continue introducing new entertainment content.

“Even during the pandemic, we were stunned at the impact it had,” he said. “To top that, we brought Sanrio back last year. The only way you top Sanrio is by bringing in a group like Disney,” Benning told the Times.

The Toy Story activation has already led to an uptick in visitation, according to the executive.

“We’ve seen an increase in traffic compared to the same period last year,” he noted. “And that applies across weekends, weekdays, and holidays.”

The property’s general manager said that the success of IP-driven campaigns is also linked to visibility on social media platforms, including Xiaohongshu (RedNote) and Instagram.

“We know that decisions about where to go, eat, or stay are driven by what people see on their phones. If you’re not offering something fresh, you’re off their radar,” said Benning.

“They want something more. We’re making sure they find it here,” he added.

The Toy Story installation will run through October, covering Golden Week, before transitioning into a new campaign for Christmas.

The seasonal activation features eight character-themed photo spots across the park’s indoor and outdoor areas, including a six-meter-tall installation of Woody and Buzz Lightyear and a display of 5,000 themed floating balls in the active river.

Beyond the casino floor

Since opening, the property has included attractions such as the Golden Reel Ferris wheel, an indoor and outdoor water park, a skate park, a virtual reality zone, and a cinema complex.

More recently, themed restaurants and seasonal events have been introduced to expand appeal to multi-generational travelers.

While non-gaming revenues remain a smaller share of Macau’s total tourism income, the government has been vocal about supporting non-gaming growth.

Since signing a new 10-year contract to renew their casino licenses in late 2022, the concessionaires are expected to invest MOP108 billion into the city over the next decade, with the majority allocated to non-gaming initiatives and projects.

Now more than two years into that term, Benning acknowledged that while Macau’s shift away from reliance on gaming remains a long-term goal, integrated resorts like Studio City are already showing what’s possible.

“This is a step forward, but it also shows the synergy you can create by having all segments working together. […] You can have a successful casino and a successful non-gaming business. They don’t have to be separate. A gambler probably has kids. They’re going to want to come and take a picture with Woody and Buzz. That can be tied together,” Benning said.

Market maturity

When asked if the rapid pace of new activations indicates a change in operations, Benning said it demonstrates the market’s growing maturity.

“Years ago, you’d get one or two major displays a year. Now, updates are constant,” he said. “It’s about staying relevant and top of mind.”

The executive added that integrated resorts must now appeal to a broad range of travelers, not just gamblers, especially considering the nature of Macau’s current market.

Government authorities previously said that the region is focusing on two levels: Generation X and Generation Z — the former spend at a medium to high level, while the latter are mainstream consumers who generate high traffic and enter communities.

“We don’t have the biggest retail or F&B footprint, but no one can compare with the volume of attractions we’ve put in place,” he said.

‘Looking great for summer’

The tourism sector is bracing for a vibrant summer season, with hotel operators projecting high visitor numbers and occupancy rates in August.

The latest government data shows that Macau welcomed 3.37 million visitors in May, marking a 25.3% year-on-year increase, largely driven by the May Day Golden Week.

For Studio City, the integrated resort is entering the summer season with strong momentum, noting that even traditionally slow periods are seeing a rebound.

Benning said property visitation started climbing again after the end of the school year.

“June is historically a soft month, but in the second half, we’ve clearly seen an uptick in family travel,” he said.

“We’re looking great for the summer. […] We expect to be extremely busy, with projections indicating a significant uptick in both foot traffic and hotel occupancy, driven largely by the wide range of attractions and seasonal IP activations,” said Benning.