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Casino Player Trends Report 

How Non-Gaming Experiences Are Transforming Casinos, Winning Over Younger Demographics, & Building Loyalty for Destination + Local Casinos 

Player Behaviors & Expectations Continue to Evolve

As a result of the changes casinos have seen in recent years, we sought to understand the role non-gaming offerings play in driving visits and how casino operators can best deliver world-class experiences that will inspire long-term loyalty. Our team fielded a U.S. national research study of 1,533 casino players across generations and interviewed numerous leading executives and thought leaders within the gaming industry to gather perspectives. Key findings include:

  • 70% of casino-goers say non-gaming offerings are more important when they visit with family and friends

  • 83.9% of Millennials said non-gaming activities significantly impacted their decision-making process for a local casino

  • Affluent visitors will likely spend 50% of their time on non-gaming activities during destination casino visits





of local casino players say that non-gaming activities have at least some impact on their decision-making.

What We’ll Cover in the Report

Casino operators have the opportunity to identify and improve players' casino experiences. We've identified the most impactful non-gaming insights influencing casino visits and player loyalty. We explored players' mindsets and behaviors across generations, affluence, and casino types. The result is a report that includes meaningful marketing insights for operators in 2024 and beyond. 

  • History of Non-Gaming at Casinos

  • Emerging Trends in Non-Gaming (Local vs. Destination)

  • Insights About Affluent Guests

  • Driving Loyalty & Repeat Visits

  • Short & Long-Term Marketing Ideas

  • Ranking Top Casino Brands for Non-Gaming 

Player Personas Revealed

We surveyed players across all generations to see how each audience compares. While we always look at things through a generational lens, creating player personas that align based on behavior rather than age is more impactful and actionable for operating teams. Those we identified include:

Group Experience Seekers: Spend on both gaming and non-gaming 

The Online Enthusiast: They are compelled to visit a casino if a special activity (sports event, concert, etc.) occurs

The Entertainment Only Guest: Gambling is a secondary

The Business and Pleasure Travelers: These people find themselves away from home and a casino happens to be in their hotel or nearby

The High-Roller Who Wants is All: They may fall into one of the other categories, too, and are frequent visitors to casinos and spend on a wide range of activities — both gaming and non-gaming

The Committed Gamer: They go to casinos and other local and destination venues primarily to gamble/bet                   









On-Demand Webinar

If you would like our expert takeaways, download our on-demand webinar hosted in partnership with our friends at Tribal Gaming & Hospitality Magazine. Our hosts will provide you with 5 ideas on how you can better attract and build loyalty with your important guests plus a Q&A with a panel of casino operators. Our panelists included: 

  • Suzanne Trout – EVP & CMO, Cordish Gaming Group (Live! Casino Hotel)
  • Mike Bean – CEO, Desert Diamond Casinos
  • Mat Grogan – Director of Special Events & Promotions, Yaamava’ Resort & Casino at San Manuel


We Work With Leading
Casinos & Gaming Operators

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