Melco Crown Entertainment commands an 11% market share in Macau's gaming industry and has experienced strong growth in line with the booming sector. It opened its integrated resort City of Dreams in Cotai in 2009, which has driven the company's growth by attracting mass market gaming customers. Melco is poised for further expansion with the opening of Studio City resort in 2015 and continues to demonstrate consistently higher profitability growth over the past 5 years. Valuation metrics suggest the market expects significant future growth potential from Melco's expansion plans.