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Expectations of operators by high-value cross-region players
International operators in the global casino and integrated resort markets have steadily been placing a greater focus and importance on the Middle East and North Africa (MENA) region, as it has proven to be an especially promising and growth-intensive region driven by luxury tourism and large-scale hospitality projects.
The development of regulatory frameworks, and the subsequent regulatory scrutiny, has both assisted in driving forward that growth and also incentivised operators to reshape the structure and delivery of VIP programmes within established and emerging markets.
High-value VIP players are known to typically operate across borders and jurisdictions, and while international VIP models are an important factor in an operator achieving and maintaining success in this segment, this is in tandem with having an adequate degree of cultural understanding and the earned long-term trust of such high-value players within the region.
What the MENA region represents for operators
In an interview with SiGMA News, International Casino Executive and Consultant Nizar Lachtar discussed why the MENA region represents both emerging opportunities and challenges for operators. Lachtar also detailed how VIP expectations are evolving, and spoke about the factors which influence loyalty within cross-border markets.
Asked by SiGMA News how VIP player expectations have evolved in recent years, and what operators should be prioritising in the current market in order to stay competitive, Lachtar replied that the VIP landscape has evolved dramatically following the post-pandemic rebound of 2022 to 2023. He continued that high-value players now expect cutting-edge technology alongside high-end hospitality with personalised service and an emphasis on discretion. Features expected and valued by such players include modern game portfolios, seamless transactions, and flexible payment options, he commented.
Lachtar stated that discretion has become even more critical nowadays, as he added that VIPs tend to return to properties that anticipate their needs ahead of time and make use of smart Customer Relationship Management tools.
Above all else, Lachtar said that the aspect which these players value most is time. “They expect frictionless experiences, from quick check-ins to immediate pay-outs and efficient on-floor service,” he said, as he continued that for operators to stay competitive, they must focus on the three pillars of modern technology, agile payment solutions, and exceptional yet discreet service. “VIPs judge the full ecosystem, not isolated elements,” he remarked.
High-value player loyalty
Asked what key factors influence a high-value player’s decision to remain loyal to a specific operator, especially within cross-border markets, Lachtar responded that such loyalty is increasingly driven by trust and consistency. He said that VIPs remain with operators who recognise them across destinations and maintain the same standard of service and attention wherever the VIP plays.
He said that the relationship with a dedicated host is often the decisive factor, as “a strong host understands the player’s habits, cultural sensitivities, and travel patterns, and acts as a trusted point of contact”. Lachtar commented that when this relationship is solid, then loyalty naturally follows.
With that said, he emphasised the importance and value placed on discretion and regulatory professionalism, as he said that cross-border VIPs are highly sensitive to privacy and data protection, as well as how their profile is handled across jurisdictions. “They want to feel protected, not exposed,” he remarked.
In addition to this, Lachtar stated that loyalty also deepens when operators go beyond gaming, such as through offering lifestyle-driven experiences, curated travel, and exclusive access.
On the matter of what makes the VIP segment of the MENA region unique, Lachtar said that this segment stands out because it sets luxury standards as opposed to following existing ones. “High-value players in this region grow up surrounded by premium service, privacy, and status, so luxury is the baseline, not the differentiator.”
Lachtar said that this audience is defined by the importance placed on respect, personal relationships, and trust. He continued that loyalty is built through long-term recognition and cultural understanding rather than transactional rewards. “Reputation matters,” he said, “and decisions are often influenced by family and close circles, which increases the importance of consistency and credibility.”
In order for operators to succeed in the MENA region, Lachtar said that they must adopt a relationship-led approach. He commented that standard international VIP models rarely translate well in this context, and added that operators which understand nuance and deliver service that feels natural are the ones that gain lasting loyalty.
MENA momentum
The MENA region’s strongest momentum emerges from markets which blend regulatory evolution with robust tourism and world-class infrastructure, Lachtar said when asked which MENA markets he believes will continue to gain the most momentum.
He noted that the United Arab Emirates is a clear standout, as he commented that the particular market is known for being driven by luxury tourism, integrated resorts, and a strong ambition to attract high-value international visitors. He spoke of how Wynn Al Marjan is set to open in Ras Al Khaimah in early 2027, and added that MGM has also already applied for a licence in Abu Dhabi, in addition to several large-scale integrated resorts already being operational or under development.
Hotel demand for Ras Al Khaimah is reportedly anticipated to outpace supply from 2027 and onwards, signalling that the city is entering a new phase of its tourism and investment cycle, hearkening to the focus on luxury tourism and attracting high-value visitors.
Part 2 of the interview conducted by SiGMA News with Lachtar can be found by clicking here.
