Okada Manila to expand marketing presence across Philippines, rest of Asia

Some details of the program were revealed in parent company Universal Entertainment Corp’s 2Q23 financial report, published this week, which saw group-wide sales for the first six months of 2023 rise 40.8% year-on-year to JPY79.3 billion (US$548 million) and profit attributable to owners by 210% to JPY21.0 billion (US$145 million).

Okada Manila itself achieved a 68.0% increase in sales in the first half of the year to JPY47.9 billion (US$331 million), with Adjusted EBITDA rising 96.2% to JPY15.1 billion (US$104 million).

Universal said its integrated resort had been successful in attracting a large number of guests throughout 1H23 by adding restaurants that are popular in the Philippines, which is creating “synergies” with restaurants directly operated by Okada Manila, and by offering services such as a daycation utilizing Cove Manila.

However, it is also launching the “Okada Manila Go” campaign – initially for all gaming members in the Philippines – through which members can win prizes such as round-trip tickets to Manila, bus tickets, free hotel stays and other rewards.

“This campaign is also aimed at raising awareness of the Okada Manila brand in the Philippines and other countries,” the company explained. “This campaign is currently only in the Philippines but is expected to be expanded to include gaming members in other countries too. To bring in more foreign tourists, we will also increase marketing activities in several Asian countries.”

Universal also revealed plans to expand its PIGO offering – the scheme by which land-based operators can provide online gaming services to members located within the Philippines.

“To continue to attract an even broader range of local visitors in the gaming business, one priority is increasing the scale of online games that can be played within the Philippines,” the company said. “These activities are steadily increasing gaming demand in areas of the Philippines other than Luzon Island, where Manila is located.

“In the non-gaming business, we will continue to hold large-scale events using the Crystal Corridor to increase the number of visits to the resort.”

Separately, Universal said its Amusement Equipments Business – which includes the sale of pachinko and pachislot machines – posted a 12.8% increase in net sales of JPY30.8 billion (US$213 million) and a 49.6% increase in operating profit to JPY7.69 billion (US$53.1 million).