Marketing to the next generation of casino patrons

Mark Legg, Timothy Webb, Apostolos Ampountolas

Research output: Contribution to journalArticlepeer-review

4 Scopus citations


The expansion of gambling across the United States has made the gaming industry more competitive while the demographics of the gaming industry have evolved. Younger patrons are visiting casinos less frequently than their older counterparts, thus increasing the pressure to market to guests effectively. In this study, we investigate the differences in marketing, gaming, and entertainment preferences under the lens of Generational Cohort Theory (GCT). A survey with a discrete choice design was used to measure each generation’s gaming behaviors and marketing preferences, while a hierarchical Bayes model was used to examine intergenerational differences. The results show that younger cohorts have an increased preference for social-based gambling activities and greater preference for non-gaming offers. Considerations are noted with recommendations for the industry to help cultivate customer loyalty amongst the younger generations, which may ensure firm viability for years to come.

Original languageEnglish (US)
Pages (from-to)89-101
Number of pages13
JournalJournal of Marketing Analytics
Issue number1
StatePublished - Mar 2022

All Science Journal Classification (ASJC) codes

  • Economics, Econometrics and Finance (miscellaneous)
  • Strategy and Management
  • Statistics, Probability and Uncertainty
  • Marketing


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