Data from study reveals 83.9% of Millennials and 80.5% of Gen Z weigh factors such as restaurants/bars, live entertainment and hotel amenities when choosing a casino to visit
LaneTerralever, a full-service marketing and customer experience agency with a division focused on casino, hospitality and entertainment destination brands, today released its new study, 2024 Casino Player Trends Report: How Non-Gaming Activities Are Transforming Casinos. The study, conducted in partnership with Anthony F Lucas, professor at UNLV’s College of Hospitality, measured the opinions of respondents aged 21 to 75 on various non-gaming offerings of both local and destination casinos and how they impact their loyalty to the properties they choose.
Non-Gaming Most Vital to Millennials/Gen Z and Still Important to Boomers/Gen X
Notably, 83.9% of Millennials and 80.5% of Gen Z indicated non-gaming activities such as restaurants and bars, live entertainment, hotel amenities, etc significantly impacted their decision-making process when choosing a local casino. While still significant, those numbers were smaller for older demographics including 65.3% of Boomers and 76.1% of Gen X reporting non-gaming offerings had a significant impact.
All Generations Budgeting Time and Money for Non-Gaming
Across all generations, it was found that ~20% of their time is spent doing something other than playing with non-gaming activities, something they specifically budgeted for – Millennials lead that group at 68%. Restaurants/bars were the top non-gaming activity mentioned for local casinos at 40.9%, followed by live entertainment at 23.2% and hotel amenities at 16%.
Visiting with Groups has Become Increasingly Important
The ‘group visit’ to casinos is seen as increasingly important, especially among younger market segments, with 80% of people visiting local casinos in groups and 87% of destination casino visitors doing the same. Notably, 70% of casino-goers say non-gaming offerings are more important when they visit with family and friends.
“Our study underscores the prevalence of the experience economy and how important it is for casino operators to continue to hone and expand their experiential and entertainment-focused offerings, particularly to attract the attention of younger generations and maintain long-term loyalty of all players,” the Marketing Vice-President for LaneTerralever, Nick Dan-Bergman, said.
Additional Noteworthy Findings:
Affluent Players are a Unique Segment, Value Non-Gaming Activities
Affluent visitors will likely spend 50% of their time on non-gaming activities during a single trip to a destination casino, meaning they prioritize non-gaming offerings more than the average player. They consider live entertainment most important with 27.2% of affluent players ranking it as their top non-gaming offering compared to 20% of non-affluent.
Hard Rock Leading Competition Among Non-Gaming Offerings
When asked which destination casino brand has the best non-gaming offerings, 21.1% chose Hard Rock Hotel & Casino. MGM Resorts International, at 20.1%, was a close second, followed by Caesars Entertainment at 13.8%.
Non-gaming and Customer Experience Offer Opportunity to Build Deeper Relationship with Players
When it comes to fostering loyalty among players, non-gaming offerings once again ranked prominently among younger demographics with 69.3% of Millennials and 65.7% of Gen Z saying non-gaming features have at least some impact on their loyalty to local casinos. In comparison, just 56.9% of Boomers and 61.3% of Gen X scored this as important. In addition, customer experience was identified as a top way to build loyalty with 89% of casino-goers saying good customer experience can lead them to choose a smaller casino over a larger brand.
Opportunities to Entice Online Bettors to Visit In-Person
Gauging the prevalence of online versus in-person wagering within the context of age groups, 73% of Gen Z and Millennials indicated they’ve placed a bet online. When the topic turned to in-person wagers, the responses effectively flipped, with 79% of Boomers stating they’ve placed a bet at a brick-and-mortar establishment; a significantly higher proportion than Gen Z and Millennials
Webinar Presenting Key Research Findings
The authors of the research are hosting a webinar in partnership with Tribal Gaming and Hospitality Magazine on Tuesday, February 13 at 10am PST. They’ll present the highlights of their findings and host a panel discussion; register to attend here.
To download the full 2024 Casino Player Trends Report, visit LaneTerralever .com.
Pace-O-Matic Wins Landmark Texas Court Case: A Victory for Small Business Owners and Community Organizations
Pace-O-Matic, the industry leader in skill-based games, today announced a significant legal victory in Texas, affirming the legality of its skill-based games. This ruling, issued Tuesday evening by State District Judge Laurine Blake, emphasized that such games are not considered gambling under Texas law. The ruling represents a triumph for small business owners, bar owners, and fraternal organizations who rely on these games to attract customers and support their businesses.
Michael Barley, Chief Public Affairs Officer at Pace-O-Matic, stated, “This ruling is a monumental victory for the small businesses and community organizations that have been able to thrive thanks to skill-based gaming. Our commitment to providing legal, enjoyable, and skill-based gaming options has once again been validated by the courts.”
This legal win underscores Pace-O-Matic’s dedication to fostering a responsible gaming environment while supporting local economies and community groups.
For more information visit Pace-O-Matic
AGA to Host State of the Industry Presentation, Release Report on Record-Breaking 2023 Commercial Gaming Revenue
The American Gaming Association (AGA) will hold its annual State of the Industry presentation with AGA President and CEO Bill Miller today, February 20 at 11:30 AM ET/8:30 AM PT.
During the presentation, the AGA will release full-year 2023 commercial gaming revenue numbers, discuss gaming’s third consecutive record-setting revenue year, provide analysis on the current gaming landscape, and preview AGA priorities for 2024.
Media are invited to a press call immediately following the presentation for Q&A.
What: AGA State of the Industry: Gaming’s Look Ahead & 2023 Commercial Gaming Revenue Tracker Release
Who: AGA President and CEO Bill Miller and Vice President, Research David Forman
When: Today, February 20, 2024 at 11:30 AM ET/8:30 AM PT
Where: WEBINAR REGISTRATION | PRESS CALL REGISTRATION
For questions about this event or AGA’s Commercial Gaming Revenue Tracker, contact [email protected].
AGA’s Commercial Gaming Revenue Tracker provides state-by-state and cumulative insight into the U.S. commercial gaming industry’s financial performance based on state revenue reports. This issue highlights full-year 2023 figures and Q4 2023 results. Tribal gaming revenue is released annually by the National Indian Gaming Commission.
35 states and the District of Columbia featured operational commercial gaming markets in 2023, including casino gaming, sports betting and iGaming.
AGA’s State of Play Map charts gaming’s economic impact, industry regulations and casino locations on a state-by-state basis for both the commercial and tribal gaming sectors.
2023 Commercial Gaming Revenue Reaches $66.5B, Marking Third-Straight Year of Record Revenue
Industry Contributes All-Time High $14.4B in State and Local Gaming Taxes.
U.S. commercial gaming revenue reached an annual record of $66.5 billion in 2023, according to the American Gaming Association’s (AGA) Commercial Gaming Revenue Tracker. The total surpasses 2022’s previous high of $60.5 billion by 10 percent, marking the industry’s third-straight record revenue year.
The year was punctuated by all-time high quarterly revenue of $17.4 billion in Q4 2023, anchored by $6.2 billion in revenue in December, the highest grossing month in industry history.
“From the traditional casino experience to online options, American adults’ demand for gaming is at an all-time high,” said AGA President and CEO Bill Miller. “Sustaining our momentum will take unified industry efforts around combating pernicious illegal operators and growing responsible gambling efforts in tandem with the growth of the legal market—both of which the AGA is committed to lead on throughout 2024.”
The commercial gaming industry continues to evolve, with online gaming making up nearly one-quarter (24.7%) of nationwide commercial gaming revenue in 2023, a new annual high. Looking at each sector:
Traditional Gaming: Brick-and-mortar casino slots and table games grossed a record $49.4 billion in 2023, up 3.3 percent over 2022. On a state level, 19 out of 27 traditional gaming markets saw record annual revenue.
Sports Betting: In 2023, sports betting achieved new records for handle ($119.8B) and sportsbook revenue ($10.9B), up 27.8 and 44.5 percent respectively. This growth was largely fueled by continued maturation across most existing markets as well as several new markets, particularly in Massachusetts and Ohio.
iGaming: 2023 online casino revenue grew 22.9 percent year-over-year to $6.2 billion in the six states with full-scale legal iGaming.
In 2023, 12 of the top 20 commercial casino gaming markets reported revenue growth compared to the previous year, with the top market—the Las Vegas Strip—seeing the strongest year-over-year gains. New Jersey maintained its spot as the second-highest grossing market, while Chicagoland (third) flipped rankings with the Baltimore-Washington, D.C. market (fourth) and Mississippi Gulf Coast (fifth) rounded out the top five.
The commercial gaming industry also contributed more to state and local governments’ coffers than ever in 2023. Throughout the year, commercial gaming operators paid an estimated $14.4 billion in direct gaming revenue taxes, an increase of 9.7 percent year-over-year. The industry also contributes billions of additional tax dollars to states each year in the form of income, sales, payroll and various other corporate taxes.
“Gaming’s success translates directly to the success of the states, cities and towns in which we operate,” continued Miller. “We are proud to be in 47 U.S. jurisdictions, acting as economic drivers, creating jobs and providing the funding that makes critical public education programs, infrastructure projects, problem gambling resources and more possible.”
Miller will make additional remarks on full-year 2023 commercial gaming revenue figures and preview AGA’s priorities for the year ahead in AGA’s annual State of the Industry webinar on Feb. 20 at 11:30 AM ET/8:30 AM PT.
For additional information about (AGA) Commercial Gaming Revenue Tracker visit americangaming.org
For registration visit bigmarker.com
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