BEING in the gaming industry is not just about Blackjacks and other games of chance. For Best Sunshine Resort Saipan Director for Database Analytics and Marketing Bradley Wilson, it is all about providing the complete experience to the public.
Best Sunshine Saipan of the Imperial Pacific Group is the island’s first-ever casino. Its nifty location provides an edge over other gaming establishments stuck in city centers.
According to Wilson, the casino is only an element of the whole tourism package they get in Saipan. He said that, nowadays, people can go anywhere to gamble so the destination has to offer something unique.
“We do not advertise gaming and slots machines throughout the US. We advertise the shows, the package. Casinos are just one element of the overall package for tourists. It is just one element in the entire package that makes their experience complete. So it is important not to think that ‘oh, we are all going to bring people to gamble’ because people nowadays can gamble anywhere they want. They can go to casinos anywhere they want, so it is just another element,” Wilson said.
He added: “It is like cruise ships in the Caribbean. Cruise ships have casinos but people do not go on cruise ships to gamble. They go on cruise ships to relax, to enjoy the sand, the sea, the food and, when they want another activity, the casino is just another activity, and that same thing is here. Tourism needs to be about the destination as a whole.”
The gaming industry
For 30 years Wilson has dedicated himself to the gaming industry and is quite happy despite working seven days a week, and hopping from one continent to another to do other consulting jobs and casino management.
The Michigan native has opened around 40 casinos and managed 15 in the Americas and in other parts of the world, including the Caribbean and South Korea.
The 56-year-old marketing and analytics director said he did not expect to land a career in gaming and casinos.
“I grew up in a very small town of 10,000 people where work ethic and values were important and critical.Work ethic was a very big thing back home. So it was kind of a surprise when I got into gaming. It was kind of a conundrum because people perceive gaming sometimes in a negative way but I learned quickly that we provide entertainment and gaming, and it is up to the individual to enjoy it as entertainment or to abuse it,” Wilson said.
Prior to his life in the gaming industry, Wilson got into the Air Force and stayed for a decade. However, after making up the ranks quickly and being stuck in one level position, he opted to try an industry that is more unpredictable.
“For 10 years I worked on different items in the Air Force, then I got bored with it so I got out and got into gaming. I was what they call a fast burner. I made rank really fast but then it stopped for almost six years. When I could not get to the next level, I said I was out of here. I wanted to make some real money,” he said.
From fixing slot machines to holding several managerial and corporate positions, Wilson found his niche and had been living in Las Vegas, the world’s gaming capital, as well as in other casino locations in the US.
“Las Vegas has a very demanding fast-paced lifestyle and if you do not focus on work, it can be very difficult to live but it is the most exciting city in the world that I have seen. It is a 24-hour city. It is round the clock. You can go anywhere if you want to shop, eat, watch a show, or go to a nightclub. Whatever you want. Everything is about time and money,” Wilson said.
Strong Philippine market
Wilson said the Philippines has a strong potential to be the top market in Asia for gaming. He added that with strong regulatory efforts from the Philippine Amusement and Gaming Corp. (Pagcor), it is bringing more money to the country.
“I am familiar with the Philippine market due to being in the business and coming here for business development, and it has grown like most gaming areas and now it is becoming more responsible, more regulatory- and compliance-driven. That is normal and natural and it seem to me that the government and Pagcor are doing all they can in putting controls and regulate it for everyone. So it is becoming more mature,” Wilson said.
He added: “A lot of the anti-negativity around gaming sometimes is acceptable depending on the situation. Like I said, gaming in the Philippines is becoming more controlled, more regulated, so the actual returns will filter to where they should. And that generally turns the public attitude to positive when they see the jobs, the opportunities, the money and the tourism.”
However, Wilson said that gaming in the country is still lagging behind by five to 10 years, but he sees increased development as more mainstream games and products are being brought to the country.
The bet on Saipan
In expanding the casino business, Wilson said the Imperial Pacific Group will invest $7 billion in Saipan over the next five years to improve infrastructure, add more hotels in the island, and work on a new five-star premier resort and casino.
Currently, the temporary casino only has 120 games and 46 tables, while the new gaming resort will have 400 games, over 200 gaming tables, 365 rooms and 17 luxury villas.
Best Sunshine is also committed to providing the locals in the island with employment, and this year the company will be hiring an additional 3,500 staff. Although mostly targeting Saipan labor, Best Sunshine will also be tapping a big chunk of its staff from the Philippines, where Filipinos are expected to fill posts inside the casino and various jobs inside the hotel and resort.
Image credits: Jimbo Albano