adminSheldon Adelson’s Sands China Limited allows the casino operator to use characters like Shrek and Po from “Kung Fu Panda” in the casinos as Sands moves to attract leisure and family visitors.
California-based DreamWorks announced the deal yesterday with popular franchise characters on display. Guests at Sands’ Venetian and Cotai Central resorts will be able to see and interact with the characters during their stays, the film company said, the deal takes effect on July 1. DreamWorks’ venture in Macau may help boost the US$2 billion company’s efforts in China after it posted its first quarterly loss in almost six years in February.
In an advertising splash, DreamWorks took out three full-page colour advertisements yesterday in Hong Kong’s main English language newspaper, the South China Morning Post, displaying Po, Shrek, and the animal cast of “Madagascar”, asking readers to guess where they were taking their next holiday.
Macau, a former Portuguese colony, is the only place in China where people are legally allowed to gamble in casinos. More than two-thirds of Macau’s visitors come from mainland China. Chinese and Macau government officials have been pushing for casino operators like Sands to diversify their operations to appeal to a more mass market international tourist destination. Macau is heavily reliant on the gambling industry, with more than 70 percent of tax revenues coming from the casinos. — Reuters.
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