The new normal for the nascent casino industry in Asia for the coming decade will be characterized by competition based on service, and not by the heretofore build it and they will come premise. The altered business environment for the casino industry in Macau and Singapore will require focused attention on issues related to culture, employee identification, and other key facets of internal marketing. With internal marketing as the spotlight, this article has identified significant issues related to the casino industry’s service culture, service climate, recruitment, employee compensation, and training. Forward-thinking operators will be well advised to focus on these issues now so that they are well prepared to face the impending war for talented employees amidst increasing competitive pressures.