The Macau casinos have moved on to shifting from VIP to mass-market segment and according to CLSA’s regional head of consumer & gaming research Aaron Fischer, it’s a battle for market share from now on.

During the Global Gaming Expo (G2E) Asia press conference on Tuesday, Fischer said that CLSA’s outlook on Macau casino VIP business remains negative but expects the mass market to make up for the drop in high-roller gamblers.

“We think that it [VIP market] peaked in 2013 and that it won’t recover. So we generally remain cautious on VIP, but the mass market can grow [in the future].”

New or existing casino properties in the region is now focusing on being genuine leisure resorts appealing to mass customers. The most prominent example is Melco Crown’s Studio City, which opened on October 27. The $3.2B Hollywood-themed casino complex has a diverse portfolio of non-gaming entertainment offerings designed to cater to the mass-market segment. Studio City also offer 1,600 hotel rooms in Macau, in addition to world’s highest Ferris wheel and a 40,000 square-foot Warner Bros. indoor play center.