Macau casino operator Galaxy Entertainment Group Ltd. is now redefining the word “VIP” in its business vocabulary.

Gone are the days when the label “VIPs” or “very important persons” is only synonymous to the high rollers who powered Galaxy’s operations in Asia’s premier gambling hub for over a decade. With the number of big gamblers in the former Portuguese enclave dwindling, Galaxy has turned its focus into luring a new kind of “VIPs” to prop up its revenues – the big shoppers.

Kevin Clayton, Chief Marketing Officer of Galaxy, said they are now rewarding big shoppers with perks that were once exclusive for big rollers. The move, he said, is part of their business strategy to attract more tourist and, in effect, boosts number of their non-gaming revenue.

“A VIP can be either a big gambler or a big shopper,” Clayton told Bloomberg.