The highly esteemed casino resort Marina Bay Sands has been recognized as the top casino brand in terms of brand value in the “Gambling 25 2024” report by the UK-based consultancy Brand Finance Plc. This annual report assesses the top 25 casino brands globally and takes into account various factors, with the iconic Singapore brand emerging as the frontrunner in 2024.
According to GGRAsia, the valuation consultancy firm estimates that the Marina Bay Sands brand is currently valued at over US$6.16 billion, earning it an AAA+ rating in the Brand Finance report. The report also notes that the brand value has seen a remarkable increase of 89.5% over the previous year, propelling Marina Bay Sands from the fifth position in 2023 to the top spot in 2024.
Brand Finance emphasized that Marina Bay Sands’ status as a key landmark in Singapore, akin to iconic structures like the Eiffel Tower and the Sydney Opera House, has significantly contributed to its brand identity. The report also highlighted the resort’s high familiarity rating, despite segments of the Singaporean community abstaining from gambling due to religious and cultural reasons. Additionally, the report acknowledged Marina Bay Sands’ diversification strategy, encompassing a hotel, shopping center, restaurants, and entertainment facilities, as a key factor that extends the brand’s market reach and mitigates potential industry-specific risks.
The report also included eight other Asia Pacific casino resorts, operators, and suppliers, further cementing Marina Bay Sands’ position as a leading casino brand in the region.
The Genting brand was rated third with a brand value of nearly US$3.54 billion, while Wynn Resorts’ brand of Wynn Resorts Ltd was ranked fifth with a brand value of just under US$2.99 billion. The Galaxy Macau brand, run by Galaxy Entertainment Group Ltd, secured the 10th spot in the 2024 brand-value report with an estimated brand value of US$2.00 billion.
The top-25 report also featured prominent brands such as the MGM brand, the City of Dreams brand of Melco Resorts & Entertainment Ltd, and the Macau casino brand SJM of SJM Holdings Ltd, as well as equipment suppliers including IGT, Aristocrat, Novomatic, and Light & Wonder.
With Marina Bay Sands emerging as the top global casino brand in 2024, the report reflects the casino’s significant growth and impact in the industry.