AB Leisure wants bigger bite of VIP market

BingoPlus operator AB Leisure Exponent Inc. (ABLE) is looking to grow its VIP market by attracting more high-spending players, as the company shifts away from a broader mass-market approach amid economic uncertainties.

According to ABLE president Jasper Vicencio, the company is targeting premium players with higher capacity as those in the VIP segment account for a significant portion of revenues even though the majority of the 10 million customers belong to the mass market.

“Ngayon ang push namin really is sa VIP [Our push is really in the VIP segment]. We want more premium players to love BingoPlus,” he told reporters in a briefing in Taguig City.

Vicencio did not elaborate on the share of VIP customers—who record a monthly turnover of P3 million and above—in the total mix, but said the company hopes to increase this moving forward.

ABLE classifies its VIP segments into several categories, including “Crown,” “Imperial,” and the highest being “Maharlika.”

Based on these categories, the company provides benefits such as monthly trips to local destinations and overseas destinations every two months. The company also provides shopping sprees where it closes out signature stores, and birthday parties for VIP clients.

“The first few years of BingoPlus was really on registration, so now I think we’re entering a maturing market. We need to keep up. Now you know who are the capable people who play, (we’re) really taking care of them,” Vicencio said.

ABLE is a subsidiary of DigiPlus Interactive Corp.—formerly known as Leisure and Resorts World Corp. (LRWC)—which operates BingoPlus, ArenaPlus, and GameZone.

Shares in DigiPlus closed Monday at P12.64 apiece, up by P0.14 or 1.12% from last Friday’s finish of P12.50 per share. — BM, GMA News