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Melco Resorts & Entertainment is placing its confidence in “smart” gaming tables as a transformative tool in Macau, though elevated player reinvestment continues to temper the benefits, according to Seaport Research Partners. At Seaport’s 2025 Annual Summer Conference, Vitaly Umansky highlighted management’s view that with full implementation by March, these smart tables are starting to yield richer data—information that, over time, should yield better understanding of customer behaviors, spending habits, and player value. However, Melco acknowledges that it's still early days in harnessing these insights—more time and accumulation of data will be needed for these analytics to reach full meaningfulness.

The value of smart tables extends beyond data collection. Industry reporting has praised their game-integrity features, using technologies like RFID and AI-powered cameras to track chip movements, curb fraudulent activity, and attribute bets accurately to players and tables. These systems also streamline game pace and operational efficiency. For example, reducing just five seconds per baccarat round on such tables could potentially boost GGR by up to 6%—an efficiency-driven upswing that many Macau operators find very appealing.

Yet despite these benefits, Melco faces a persistent hurdle: player reinvestment—that is, the value spent on incentives like comps and rebates to retain high-value customers—remains elevated compared to pre-COVID levels. In response, Melco has reassessed its reinvestment strategy, implementing cost controls to improve margins while leveraging operational efficiencies. This cautious recalibration comes even as Melco’s rivals, such as MGM China, have yet to adjust their own reinvestment approaches, relying instead on maintaining market share through existing tactics.

There’s also a divergence in how segments perform across Melco’s properties. Studio City, for instance, tends to carry lower margins than City of Dreams, largely due to its heavier exposure to lower-margin non-gaming content. However, Umansky noted that margins at Studio City could improve once certain recurring residency shows are phased out next summer.

Broader operational context reinforces the strategic urgency here. Macau’s casinos are increasingly adopting smart table technologies to optimize floor productivity, safeguard against fraud, and enrich marketing strategies. Industry observers suggest that this rollout will level the playing field across operators, boosting both their operational and marketing capabilities over the next several quarters.