Content Writer: Janice Chew • Tuesday, 25/09/2025 - 15:51:54 - PM
Macau’s casinos are seeing a renewed surge in the use of third-party agents to bring in players, a trend fueled by the deployment of smart table technology. According to Seaport Research Partners, smart tables enhance transparency by tracking precisely who is being brought to the tables and their betting behavior, restoring operator confidence in the agent model after its prior decline.
At the 2025 Seaport Annual Summer Conference, Seaport’s senior analyst Vitaly Umansky noted that all major Macau operators are now increasingly relying on agents, who consolidate groups of players to secure better volume-related incentives. Despite this uptick, Seaport cautions the trend may be temporary, especially as smart table data could eventually reduce dependence on agents once mid-market customer segments strengthen.
While Melco acknowledges that data collection from its smart tables—fully rolled out in March—is still in its early stages, the company sees significant long-term benefits. In the medium term, insights into player spend patterns and behavior are expected to sharpen marketing strategies. Meanwhile, broader market momentum remains strong, supported by rising visitation and higher per-visitor spending, particularly among premium-segment players.