Resorts World Sentosa (RWS) is treating this year as a critical testing phase as it works to reposition itself as an experience-led destination designed to attract both new and repeat visitors who stay longer. The shift aims to carve out a distinct identity from its luxury-focused rival, Marina Bay Sands.
RWS chief executive Lee Shi Ruh said the integrated resort is moving away from a model built around one-off, attraction-driven visits. Instead, the goal is to create a place where guests can regularly spend time with family and friends. “We want people to feel this is somewhere they can hang out, with something new every two to three weeks,” she told The Straits Times.
Lee, a long-serving RWS executive, was appointed CEO in June last year and has also served as president and chief operating officer of parent company Genting Singapore since August 1, 2025. Her elevation followed the renewal of RWS’ casino licence in November 2024 for just two years—short of the maximum three—after an evaluation panel deemed its tourism performance between January 2021 and end-2023 to be “unsatisfactory”.
The year ahead is therefore pivotal for RWS’ standing, particularly with regulators. A new evaluation is scheduled for 2026, while the next casino licence renewal decision is due in February 2027.
Facing intense competition from market leader Marina Bay Sands, RWS is pressing ahead with its RWS 2.0 strategy—a S$6.8 billion (US$5.3 billion) investment that will expand the resort’s floor area by 50%, with a strong emphasis on non-gaming attractions. Progress is already visible through the revamped Singapore Oceanarium, the opening of Minion Land at Universal Studios Singapore, and new retail and dining offerings at Weave, a lifestyle mall.
Lee, who has spent more than 30 years with the Genting group, hopes these additions will reshape perceptions among past visitors while drawing in new ones. She invited guests “to see the new RWS,” in comments to The Business Times.
However, the transformation remains a work in progress, with new offerings continuing to roll out as RWS moves toward its long-term goal: the opening of a new waterfront complex in 2030. The development will feature two luxury hotels with more than 700 rooms, a four-storey retail and dining podium, a promenade, a mountain trail and an 88-metre light sculpture.
Until then, RWS is prioritising fresh concepts, programming and events, while continuing to refresh its existing assets. “There won’t be another wave of major closures,” Lee said. “Now it’s about putting everything together.”
Keeping gamers on property
“In the past, some guests came to gamble and then left straight away. How do you bring the gamers back?” Lee noted in her interview with The Straits Times.
With major renovations and launches—such as The Laurus, Singapore’s first all-suite Luxury Collection hotel under Marriott International—now completed, RWS is aiming to turn the integrated resort experience into a more social one. For gaming clients, Lee said the focus is on offering more reasons to stay longer. “We want them to feel there is more to do—eat, drink, socialise and spend time with family and friends.”
The strategy is also intended to lift both visitation and investor confidence. “They can see for themselves how the business has shifted,” Lee said, while cautioning that rebuilding takes time and results are not immediate.
Still, third-quarter results suggest early momentum. Gaming revenue at the integrated resort rose 22% year-on-year in 3Q25 to S$402.96 million (US$313.44 million), although it was largely flat quarter-on-quarter. Non-gaming revenue increased 7% year-on-year to S$247.33 million (US$192.39 million) and surged 33% from the previous quarter. Overall revenue climbed 16% year-on-year and 10% sequentially to S$649.79 million (US$505.44 million).
Despite higher costs tied to its transformation, Genting Singapore posted net profit after tax of S$94.61 million (US$73.6 million) in 3Q25, up 19% year-on-year and 5% from the second quarter. Fourth-quarter results, due in late February, are expected to benefit further as new offerings gain traction.
The RWS 2.0 expansion also requires additional manpower. Veteran executive Chen Si, former CEO of South Korea’s INSPIRE Entertainment Resort, joined RWS as chief operating officer in December last year. Lee told The Business Times that while her senior leadership team is nearly complete, further hires will be needed in the lead-up to the 2030 waterfront launch. At the same time, RWS plans to leverage technology to streamline operations and maximise talent in what she described as a “very tight” labour market.
Explore trusted online casino review with Casino Singapore Review. Ready to play? Sign up now and start winning today!
