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Manila Bulletin devider Business devider The Stock Market devider Okada Manila targets mass gamers to counter VIP market slump

Okada Manila targets mass gamers to counter VIP market slump

Published Mar 20, 2026 02:16 am
Okada Manila is shifting its strategy toward mass-market gamblers and regional tourism partnerships as the integrated resort operator looks to recover from an operating loss last year.
Parent company Universal Entertainment Corp. said the company expects the Philippine gaming sector to remain intensely competitive as the market undergoes a structural correction.
The company noted that the resort will prioritize its loyalty marketing program and expand its international footprint to offset a decline in high-stakes VIP play.
The Tokyo-based firm also plans to establish marketing offices in key Asian markets and deepen collaborations with regional travel agencies to bolster its brand presence outside of the Philippines.
Last year was a difficult fiscal year for the Entertainment City property. Okada Manila reported a 20.2 percent drop in net sales to ₱24.84 billion, swinging to an operating loss of ₱2.7 billion, which was a sharp reversal from the ₱1.09 billion operating profit recorded in 2024. Earnings before interest, taxes, depreciation, and amortization plunged 47.4 percent to ₱3.9 billion.
Universal Entertainment attributed the downturn to a contraction in the VIP market, which has traditionally been a main driver of revenue for Manila’s integrated resorts.
The 2025 performance was further hampered by lower visitor turnout due to inclement weather and regional political instability. The company described the current environment in Manila’s gaming hub as a period of ongoing correction, noting that structural headwinds have impacted the broader industry.
To compete for a wider demographic, the resort is investing in its non-gaming infrastructure. Renovation of the Pearl Wing is currently underway, with two additional floors slated for completion in 2026. Management is also rolling out digital upgrades, including in-room tablets and refreshed guest-experience training, to enhance the hospitality side of the business.
Despite the financial losses, the company pointed to growth in its Reward Circle loyalty program as a sign of resilience.
New sign-ups rose 29 percent to 102,000 during the year, while unique monthly active members grew by a modest 0.8 percent.
Universal Entertainment maintained that this engagement with the local mass market provides a foundation for growth as the company introduces new gaming products and marketing strategies to navigate the shifting landscape.

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