The consulting firm Brand Finance Plc, based in the United Kingdom, has released its annual “Gambling 25 2024” report, which ranks the top 25 casino brands in the world. According to the report, the landmark casino resort Marina Bay Sands has been rated the global leading casino brand in terms of brand value.
Brand Finance Plc estimates that the Marina Bay Sands brand is currently worth more than US$6.16 billion, receiving an AAA+ rating in the Brand Finance report. The brand value has seen significant growth, with a 89.5% increase over the 2023 rating, propelling Marina Bay Sands to the top position on the list. This is a major jump from the fifth position it held in the previous year.
The report attributes Marina Bay Sands’ success to its status as a key landmark in Singapore, similar to iconic structures like the Eiffel Tower or Sydney Opera House. This contributes to the brand’s identity and gives it an extremely high familiarity rating. Despite a significant portion of the Singaporean community not participating in gambling activities due to religious and cultural factors, Marina Bay Sands has maintained strong brand recognition.
In addition to its casino operations, Marina Bay Sands encompasses a hotel, shopping center, restaurants, and entertainment facilities, diversifying its market reach and helping to mitigate potential industry-specific risks, according to Brand Finance.
The report also includes other Asia Pacific casino resorts, operators, and suppliers in the top 25 list. The Genting brand is rated third with a brand value of almost US$3.54 billion, while Wynn Resorts Ltd is ranked fifth with a brand value of under US$2.99 billion. The Galaxy Macau brand takes the 10th place on the list with an estimated brand value of US$2.00 billion.
Other notable brands included in the top-25 list are MGM, Venetian Macao, Sands Macao, City of Dreams, and SJM Holdings Ltd. Additionally, equipment suppliers such as IGT, Aristocrat Leisure Ltd, Novomatic AG, and Light & Wonder are also featured in the report.
The report is based on various factors, including the royalty relief factor, which indicates the value a company would be willing to pay to license its brand if it didn’t own the brand. Brand Finance used its extensive database of over 3,000 brands from more than 30 markets to produce the rating report.
Overall, the “Gambling 25 2024” report highlights the significant growth and recognition of Marina Bay Sands as the leading casino brand, alongside other key players in the Asia Pacific region.