Asia’s leading casino junket operator is winning VIP gamblers’ hearts and minds with its unorthodox player rewards program.

The Suncity Group junket, considered the biggest gaming promoter currently steering high-rollers to casino VIP rooms in Macau, Manila and beyond, claims to have dramatically boosted betting volume this year through a customer incentive program more commonly associated with credit cards or airlines.

Suncity chairman Alvin Chau told Bloomberg that the company’s rewards program, which allows VIP gamblers to turn their betting volume into points that can be redeemed for real-world luxury items, has helped boost betting volume by 30% this year and Chau expects a further 20% boost in 2018.

Chau (pictured) estimates that Suncity now controls over 40% of Macau’s junket market, and its Macau VIP gaming rooms are reportedly handling total bets of over HKD 150b (US $19.2b) per month.