Skip to main content
Sentosa (A): Asia’s favourite playground
Case Collection
  • Jason Woodard, Singapore Management University
  • Kevin Sproule, Singapore Management University
Publication Type
Year Completed

This case is the first part of a three-part series on the Sentosa Leisure Group based in Singapore. The three cases focus on:

Case (A) – Marketing / Analytics

Case (B) – IT solution design

Case (C) – Long-term strategy

Sentosa (A): This case starts as Esther Wong, deputy director of solutions technology is tasked with boosting local attendance to Sentosa, the resort island near the heart of Singapore. The island had done well in attracting foreign visitors, and management saw the next challenge to be attracting locals to the island, who often saw it as expensive and difficult to navigate. Using existing information and infrastructure along with bolstering programmes like the Sentosa Islander membership, how can Sentosa grow local attendance?

  • Marketing,
  • Analytics,
  • Business IT,
  • IT,
  • Information Technology,
  • IT Solution,
  • IT Solution Design,
  • Gamification,
  • Long-term Strategy,
  • Strategy,
  • Promotion Management,
  • Growth,
  • Sentosa,
  • APEX
Data Source
Field Research
Information Technology
Geographic Coverage
Temporal Coverage
Singapore Management University
Case ID
Creative Commons Attribution-Noncommercial-No Derivative Works 4.0

SMU Faculty/Staff can download the case & teaching note with your SMU login ID & Password via the following links:

For purchase of the case and supplementary materials via The Case Centre, please access the following links:

Citation Information
Jason Woodard and Kevin Sproule. "Sentosa (A): Asia’s favourite playground" (2013)
Available at: