MGM China Leverages Labubu Toys and Rolex Draws to Boost Player Engagement

MGM China has unveiled a creative new promotional campaign aimed at defending and possibly expanding its market share in Macau's competitive casino landscape. According to a note from Citigroup analysts George Choi and Timoth Chau, the operator is offering players the opportunity to redeem loyalty points in exchange for collectible mini Labubu toys—a popular plush item freshly released on August 29. At the same time, players who place side bets totalling HK$5,000 or more are entered into a draw for a rolex watch. This dual incentive package is seen as a “cost-effective way” to attract and retain players amid rising regional competition.

Choi and Chau underscore that MGM China appears to be the first casino operator in Macau to incorporate mini Labubu toys into its rewards program—a savvy, on-trend move that stands out amid promotional noise. Despite these aggressive tactics, Citigroup’s field observations suggest that the intensity of competition among Macau’s six major operators remains “manageable,” indicating the promotional push is bold but not excessive.

At the Bank of America Securities 2025 Gaming & Lodging Conference, Bill Hornbuckle, President and CEO of MGM Resorts International (MGM China’s parent company), acknowledged the company’s pioneering role in shaping current promotional norms in Macau. He noted that while the promotional environment is “always aggressive,” it has not “crept out of control.” He also emphasized the role of regulatory oversight: “the government watches that all now closely… so I think there is a check and balance on that.” Hornbuckle expressed optimism about MGM's financial position, forecasting a margin of approximately 28%.