Part III: Business & Regulation · Casino Marketing & Player Management

Premium Direct / Direct VIP Program

Market Segments

An in-house VIP player program operated directly by the casino concessionaire rather than through a third-party junket operator. In the premium direct model, the casino’s own marketing team manages relationships with high-value players, extends credit directly, and manages all aspects of the player experience. Premium direct programs emerged as the dominant VIP model in Macau following the 2022 regulatory reforms that eliminated third-party-managed VIP rooms. Players in premium direct programs are typically less price-sensitive (focused on service and amenities rather than maximum rebate) and are attracted through brand recognition, service quality, and integrated resort amenities.

In practice

The shift from junket-VIP to premium direct represents the most significant structural change in Macau’s gaming industry since liberalization. Premium direct players typically use non-negotiable chips and receive service-based comps rather than cashback commissions.

One entry from the Casino Industry Glossary — 1,157 terms written for surveillance, compliance and operations professionals rather than for players. Definitions describe industry usage; where a term carries a regulatory meaning, verify against the instrument that governs your jurisdiction.