Steve Karoul is recognized throughout the world today as a leading Casino Marketing professional in the gaming industry. Steve is a seasoned casino resort executive with over 37 years of hands-on experience working for the best casino resorts in the world including Caesars World, Las Vegas Sands, Sun International, Ciragan Palace and Foxwoods Casino Resort. He is viewed as an expert on international business as well as every segment of casino marketing.Steve is also the originator and developer of “The Casino Marketing Tune Up” which is both efficient and cost effective and can also be applied to many industries. He also developed another unique concept called “Collateralized Casino Credit”.Steve understands cultural awareness in addition to casino resort operations. He most recently worked in both Macau and in Singapore and was employed by the Marina Bay Sands as Sr. VP Strategic Casino Marketing. He was part of the senior management team that successfully opened this US $5.5 billion integrated casino resort in Singapore. He was the past President & CEO of the Ciragan Palace Casino, located in an original Ottoman Empire palace in Istanbul, Turkey. The Ciragan Palace was voted at that time as one of the top ten, most elegant casinos in the world by Conde Nast Travel Magazine. At the same time, the Ciragan Palace Hotel was also ranked as the #3 rated hotel in the entire world.Steve lived in South Africa for two years and helped to position and market the world famous Sun City Casino Resort internationally in his position of Executive General Manager International Marketing. The world famous Atlantis Hotel & Casino in the Bahamas was modeled on the Sun City model representing the best in unique, high quality destination resort facilities.Besides the above mentioned locations, Steve has lived and worked in Hong Kong, Bangkok and the Philippines. Additionally, he has conducted casino marketing activities in well over 100 different countries around the world. As a result, Steve understands the obvious and subtle differences of working with and in different cultural and ethnic environments. He has an extensive international network of friends and personal contacts that he has developed and maintained throughout the years.In addition, Steve worked as a Junket Representative when he lived in Hong Kong and also worked for two of the largest Junket Reps in Asia when he lived in Bangkok and in the Philippines. This experience has enabled him to better understand this specialized segment of the casino business and dealing with extremely large, high net worth individuals. He is a recognized authority on International Business and Casino Marketing.Steve was previously employed for over eight years as Vice President of Casino Marketing for the Foxwoods Casino Resort which is the largest casino resort in North America. He has consulted for the Mohegan Sun Casino which is the second largest casino in North America. He also helped develop casino marketing programs for the casino located at the famous Greenbrier Resort which is the oldest resort in North America welcoming prestigious guests since 1778. He has substantial hands-on casino consulting and casino development experience from working on numerous projects around the world. Steve has also worked as an Expert Witness for three of the largest law firms in the world and has testified in International Tribunal Arbitration hearings. As an accomplished author, educator, speaker and consultant, Steve openly shares his ideas and opinions with fellow industry peers and aspiring students.
Two of the gaming industry’s most experienced veterans are teaming up to provide consultancy services for integrated resort planning and development. Shaun McCamley, managing partner Euro Pacific Asia Consulting and Niall Murray, chairman Murray International Group bring more than 70 years experience in the gaming and IR industries. Murray International has a strong history of […]
When the 10.5 million-square-foot Venetian Macao opened its doors in 2007, it upped the ante on the scale of casino developments and helped inspire Singapore, Korea and others to undertake major IR projects. More than a decade on, and with Japan poised to follow a similar path, Asia’s emerging casino markets are left wondering if […]
The Year of the Dog is about to dawn in Asia, with most gaming markets in the region starting on a positive note after a strong 2017. The focus this year is likely to be on emerging markets, though regulatory change and disruptive technologies, such as the stellar growth of bitcoin are also expected to […]
There’s no doubt that the integrated resorts springing up across Asia were targeted at China’s VIPs, but with that market in retreat there’s little sign of high rollers from other jurisdictions stepping up to take their place.
Vietnam, a country of keen gamblers and soccer fans with a population of about 90 million, may be on the verge of legalizing sports betting after two decades of procrastination. However, experts say a proposal put forward in August by the Ministry of Finance is unlikely to go far enough to open the market and stamp out rampant illegal gambling. At issue in particular is a low daily cap and narrow options.
As regional gambling revenue slumps, some companies are finding a new marketing strategy isn’t enough to draw the crowds and instead are trying for a complete rebrand. Operators such as Star Entertainment, Donaco and Macau junket Tak Chun has all recently tweaked their image. However, rebranding is a complicated and costly process, especially if you get it wrong.
Integrated resorts have become a buzzword in the gaming industry, with investors and governments around Asia looking to the model as they prepare plans for new markets and properties. However, as gambling revenue in Asia's biggest resorts declines is the IR model the right formula for success?
Europe could be the beneficiary of Macau’s ongoing struggles as casino and junket operators eye investment opportunities on the continent in a process which has already seen Australia, Cambodia and Vietnam dramatically grow their gaming sectors.“The opportunity and the timing is there for the adventurous Asian casino owner or Asian junket looking for new experiences,” said Steve Karoul, president and CEO of Euro-Asia Consulting.
With Macau gambling revenue falling for the 12th straight month in June and new multi-billion dollar casinos set to double capacity in the territory, it has become more important than ever for operators to find a way to stand out from the crowd -- but does it have to break the budget? Kevin Clayton, chief marketing officer for Galaxy Entertainment Group, cites the old saying “differentiate or die,” to describe the need for the companies to carve out their market niche and shape their brands through the best use of all available marketing tools.