International edition
September 16, 2021

After last week dismissing its CEO, Steve Jacobs

Las Vegas Sands rethinks Macau VIP strategy

(Macau).- Las Vegas Sands's Macau unit is taking a second look at how it markets itself to high rollers after last week dismissing its chief executive, Steve Jacobs, who was a key proponent of direct marketing to clients.

S

ands China, lauded by many analysts for its aggressive strategy of improving profit margins by cutting out middle men known as junkets to bring big spenders to its casinos, will "study the economics" of using intermediaries to bolster business versus marketing directly to VIP players.

This new strategy was that is beeing considered was commented by the company's newly appointed acting chief executive, Mike Leven, during an interview granted to Dow Jones Newswires last week.

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