Las Vegas Sands’ Marina Bay Sands Tops Rankings as Most Valuable Gaming Brand
Las Vegas Sands’ Marina Bay Sands has been identified as the most valuable gaming brand in the world, according to a recent survey by Brand Finance. This survey looked at approximately 500 global brands across various industries.
Following Marina Bay Sands, the top five most valuable gaming brands are made up of FanDuel, Genting, DraftKings, and Wynn Resorts, according to Brand Finance’s industry-specific rankings of brand value. FanDuel and DraftKings, the two largest online sportsbook operators in the US, boast a combined brand value of $8.8 billion. Genting, a sprawling conglomerate with significant casino gaming exposure, holds the next spot in the rankings.
Other companies that made it to the top 10 on the list of most valuable gaming brands include Bet365, Penn Entertainment, Caesars-owned Harrah’s, Caesars Entertainment, and Galaxy Entertainment, the second-largest operator in Macau behind Sands China.
In the US, FanDuel and DraftKings control the sports wagering market and have seen significant growth in brand value, indicating success in fostering increased brand awareness through prolific advertising and reach in competitive mobile betting markets.
Brand Finance also highlighted DraftKings as the fastest-growing brand in the gambling industry, more than doubling in brand value to USD3.2 billion. Caesars has also experienced significant brand growth, with a 68% increase in brand value to reach USD2.2 billion.
Apart from brand value, Brand Finance also ranked gaming brands based on strength, with Marina Bay Sands being identified as the strongest gaming brand, followed by Bet365. Other brands that made it to the top-10 strongest gaming brands include Genting, MGM Grand, Caesars, Wynn, and others. Brand strength and value are important different concepts, but one can positively impact the other.