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:
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