Genting turns to digital to expand market

Following the release of its app on the iOS and Android platforms in April 2012, Resorts World Genting (RWG) announced the app has reached 100,000 downloads this month, of which 60% are Malaysian users, 20% Singaporean and the other 20% from other Asean markets.

Around 65,000 were downloaded from the iOS platform and 35,000 from Android.

RWG receives 23 million visitors annually, of which 3 million are WorldCard members. In 2012, RWG's website garnered over 66 million page views and 3.6 million unique visitors in 2012.

Dato' Kevin Sim (pictured far right), executive vice president of Genting Malaysia, said it was only logical for RWG to turn to digital marketing, as more and more rely on digital platforms.

RWG has over the years introduced digital and automated systems, such as its e-kiosk check-in for 10,000 rooms at the resort as well as its web booking platform, iHoliday, introduced in 2010.

RWG also ensures presence on YouTube, Facebook, Twitter and RenRen. RWG was also one of the first to create an app for the Windows 8 platform.

This year, RWG will focus on creating a more user-friendly mobile website,  scheduled to be released in the third quarter.

"In 2013, we will focus on two things - creating a mobile website and to increase member applications. To do so, we will enhance our apps, first on Windows 8 and later on the iOS and Android platforms, to allow our customers a more customised experience on the apps," said Chow Wei Heng (pictured far left), vice president of marketing RWG.

All of the apps will be promoted internally via posters and banners at the resort as well as newsletters to members.

Chan says he is confident its app will hit at least 200,000 downloads by end 2013.