International Entertainment Corporation has signed a new construction contract worth around US$9.2 million for further upgrade works at LaVie Resort & Casino in Manila.

The project is part of the wider transformation of New Coast Hotel Manila into LaVie Resort & Casino, a more complete integrated resort with hotel, casino, dining, entertainment, VIP, and loyalty offerings.

At first glance, this may look like a normal renovation project. But the bigger message is clear: Manila’s casino market is becoming more competitive, and operators now need to offer more than just gaming tables and slot machines.

A Better Property Experience

The upgrade works include improvements to the building exterior, lighting, LED canopy screens, guest rooms, common areas, landscaping, and building systems.

These upgrades are important because customer expectations are much higher today. Players and hotel guests do not only look at the casino floor. They also look at comfort, design, convenience, service, food, hotel quality, and the overall feeling of the property.

A modern casino resort must create a full experience.

Good lighting, better rooms, upgraded facilities, and attractive common areas can help LaVie improve its brand image and attract more visitors.

Why This Matters for Manila

The Philippines gaming market is growing, but the growth is not coming only from traditional casinos. Online and electronic gaming have become a major part of the industry.

This creates both opportunity and pressure for land-based casinos.

Physical casino resorts now need to give customers a strong reason to visit. They must become lifestyle destinations, not just gaming venues.

For LaVie, this upgrade can help position the property as a more attractive urban casino resort in Manila. Instead of competing only on gaming, it can compete through hotel stays, dining, entertainment, rewards, and customer experience.

The Digital Opportunity

The most interesting angle is the connection with DigiPlus.

DigiPlus is known for its strong digital gaming business, and its investment direction around IEC could create a powerful online-to-offline opportunity.

This means LaVie could become more than a standalone casino hotel. It could become a physical destination connected to a wider digital gaming and loyalty ecosystem.

For example, a customer may first engage with the brand online, then visit the resort for hotel stays, dining, events, casino play, or VIP experiences.

This is where the future opportunity lies.

The best casino operators will not separate online and offline customers. They will connect both journeys together.

What LaVie Should Focus On

To make the renovation more successful, LaVie should also invest in strong digital and marketing foundations.

A good integrated resort today needs:

• A fast and mobile-friendly website
• Clear hotel and promotion pages
• Easy booking and enquiry flow
• Strong loyalty program
• Customer data and CRM system
• Personalized marketing campaigns
• Email, SMS, and app-based engagement
• Clear tracking of customer behaviour
• Responsible gaming tools

The building upgrade will improve the physical experience. But the digital upgrade will help convert visitors, retain customers, and increase long-term value.

Marketing Insight

LaVie should not market itself only as a casino.

A stronger position would be:

“A modern urban resort in Manila combining casino, hotel, dining, entertainment, and lifestyle rewards.”

This gives the brand a wider appeal. It can attract casino customers, hotel guests, local diners, tourists, business travellers, and loyalty members.

In a competitive market, the property with the clearest positioning usually wins stronger attention.

Internal Relevance

This development also shows where gaming and hospitality jobs are heading.

Integrated resorts now need more than traditional casino and hotel staff. They also need digital, data, marketing, CRM, technology, compliance, and customer experience talent.

Important future roles include:

• CRM Manager
• Digital Marketing Manager
• Casino Systems Manager
• Loyalty Program Manager
• Data Analyst
• Hotel Technology Manager
• VIP Customer Engagement Manager
• Compliance Officer
• Responsible Gaming Officer
• Product Manager for digital gaming

Final Thoughts

IEC’s US$9 million upgrade for LaVie Resort & Casino is not just a renovation story.

It shows how Manila’s casino market is evolving.

The future of casino resorts will not only depend on gaming space. It will depend on customer experience, hotel quality, loyalty, marketing, technology, and the ability to connect online and offline customers.

LaVie’s real opportunity is not only to improve the property.

Its real opportunity is to build a stronger, smarter, and more modern casino resort brand for the next phase of Philippine gaming.