Table of Contents
Executive Summary
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- Gross gaming revenues recover, to reach $66B in 2014
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- Figure 1: Fan chart forecast of total US gaming revenues at current prices with best- and worst-case scenarios, 2009-19
- Economic conditions, young men drive spending
- Competition intensifies
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- Figure 2: Attitudes toward online gaming, March 2014
- Las Vegas Sands, Caesars largest commercial casino operators
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- Figure 3: Global net revenues of selected US commercial casino operators, 2012 and 2013
- Marketing programs include loyalty programs, comps, big bucks
- The consumer
- Three quarters of all adults 21+ have visited a casino
- Online gambling sites and offline casinos
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- Figure 4: Casino visitation, by online casino/gambling site visitors, March 2014
- Average amount wagered tops $300
- More than nine in 10 adults usually gamble when they visit the casino
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- Figure 5: Casino games usually played, March 2014
- No single offering will increase casino visits
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- Figure 6: What would encourage casino visits, March 2014
- Most adults hold positive attitudes about casinos
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- Figure 7: Attitudes toward casinos, March 2014
- Hispanic market has potential
- What we think
Issues and Insights
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- Has the expansion of gambling gone too far?
- The issues
- The implications
- Are young adult men the ticket to future growth?
- The issues
- The implications
- Is online gambling a threat to traditional casinos?
- The issues
- The implications
Trend Applications
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- Trend: Let’s Make A Deal
- Trend: Experience Is All
- Trend: Prepare for the Worst
Market Size and Forecast
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- Key points
- Revenues return to prerecessionary levels
- Expansion hasn’t yielded a commensurate increase in growth
- Stronger growth prospects between 2014 and 2019
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- Figure 8: Total US gaming revenues, at current prices, 2009-19
- Figure 9: Total US gaming revenues, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 10: Fan chart forecast of total US gaming revenues at current prices with best- and worst-case scenarios, 2009-19
Market Drivers
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- Key points
- The economy
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- Figure 11: Real (inflation-adjusted) GDP (not seasonally adjusted), 2009-13
- Figure 12: Real (inflation-adjusted) GDP, economic projections by calendar year, 2014-19 (percentage change)
- Household income and savings
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- Figure 13: Median household income at inflation-adjusted prices (2012 dollars, not seasonally adjusted), 2005-12
- Disposable personal income and personal savings
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- Figure 14: Annual disposable personal income and personal savings in current dollars, 2009-13
- Critical demographic segment growing faster than population as a whole
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- Figure 15: US male population and total population aged 25-34, 2012, 2015, 2020
- Gambling is a part of many vacations
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- Figure 16: Usually visits a casino while on vacation, by age, March 2014
- Consumers feeling positive enough to resume traveling
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- Figure 17: The Traveler Sentiment Index™, March 2007–February 2014
Competitive Context
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- Key points
- Legal online gambling in its infancy; illegal sites are well established
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- Figure 18: Online casino or gambling site visitation in the last 12 months, by gender, March 2014
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- Figure 19: Attitudes toward online gaming, March 2014
- Other entertainment options
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- Figure 20: Entertainment and leisure options, 2013
Segment Performance
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- Key points
- Number of commercial and tribal casinos continues to expand
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- Figure 21: Number of US locations for commercial, tribal, and racetrack casinos, 2008-12
- Commercial casino segment continues its market share lead
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- Figure 22: US casino share of sales, by segment, at current prices, 2012 and 2014
Segment Performance – Commercial Casinos
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- Key points
- Revenues return to prerecession level
- A forecast of modest growth
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- Figure 23: Total US commercial casinos gaming revenues at current prices, 2009-19
- Figure 24: Total US commercial casinos gaming revenues at inflation-adjusted prices, 2009-19
Segment Performance – Tribal Casinos
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- Key points
- Years of blockbuster growth come to an end
- Tribal casino revenue forecast to increase about 2% annually
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- Figure 25: Total US tribal casinos gaming revenues at current prices, 2009-19
- Figure 26: Total US tribal casinos gaming revenues at inflation-adjusted prices, 2009-19
Geographic Distribution
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- Key points
- More jurisdictions, more competition
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- Figure 27: States that participate in casino gambling, by category, 2012
- Souring odds
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- Figure 28: Top US casino markets, by revenue, 2010-12
Leading Commercial Casinos
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- Key points
- Largest commercial casinos own the leading brands
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- Figure 29: Global net revenues of selected US commercial casino operators, 2012 and 2013
- Las Vegas Sands
- Caesars Entertainment
- MGM Resorts
Innovations and Innovators
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- Props & Hops
- Big Data contributes to identification of problem gamblers
- Entertainment-branded slots
- IGT’s DoubleDown Interactive
Marketing Strategies
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- Key points
- Overview
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- Figure 30: Annual advertising costs of leading commercial casinos, 2012 and 2013
- Loyalty programs and promotional allowances
- Television and video advertising (broadcast or internet)
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- Figure 31: MGM Grand Las Vegas, television ad, November 2013
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- Figure 32: The Cosmopolitan Las Vegas, Misfit Right, television ad, July 2013
- Figure 33: The Palazzo and Venetian Las Vegas, television ad, April 2011
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 34: Key performance indicators, selected casino brands, April 21, 2013-April 20, 2014
- Brand usage and awareness
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- Figure 35: Brand usage and awareness of casino brands, April 2014
- Interaction with brands
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- Figure 36: Interaction with casino brands, April 2014
- Leading online campaigns
- Social media loyalty programs
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- Figure 37: Selected MGM Grand hotel Twitter mentions, May 2, 2014
- Online gaming
- What we think
- Online conversations
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- Figure 38: Online mentions, selected casino brands, April 21, 2013-April 20, 2014
- Where are people talking about casino brands?
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- Figure 39: Mentions, by page type, selected casino brands, April 21, 2013-April 20, 2014
- What are people talking about online?
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- Figure 40: Mentions, by topic of conversation, selected casino brands, April 21, 2013-April 20, 2014
Casino Visitation Trends
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- Key points
- About three in 10 adults visit a casino each year
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- Figure 41: Incidence of visiting a casino in the past 12 months, January 2005-December 2013
- Tribal casinos and Vegas still reign supreme but new locations make inroads
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- Figure 42: Location of casino(s) visited in the past 12 months, January 2005-December 2013
Casino Visitation
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- Key points
- Men are much more likely than women to be regular casino visitors
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- Figure 43: Casino visitation, by gender, March 2014
- Young men are most frequent casino visitors
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- Figure 44: Casino visitation, by gender and age, March 2014
- Casino visits more likely among adults with higher incomes
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- Figure 45: Casino visitation, by household income, March 2014
Other Gaming Participation
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- Key points
- Half of adults purchase lottery or scratch-off tickets
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- Figure 46: Other gaming participation, by gender, March 2014
- Men 21-34 most likely to visit online gambling sites
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- Figure 47: Other gaming participation, by gender and age, March 2014
- “Other gaming” holds greatest interest for adults with children
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- Figure 48: Other gaming participation, by presence of children under 18 living in household, March 2014
- Visitors to online gambling sites most likely to be regular casino goers
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- Figure 49: Casino visitation, by other gaming participation, March 2014
- Regular casino goers most likely to have visited an online gambling site
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- Figure 50: Other gaming participation, by casino visitation, March 2014
- Video gambling players also more likely to visit an online casino
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- Figure 51: Other gaming participation, by other gaming participation, March 2014
Spending at the Casino
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- Key points
- Almost half of casino visitors wager $100+ while 15% wager nothing
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- Figure 52: Amount spent during most recent casino visit, March 2014
- Casino visitors wagered about $322; men wagered twice as much as women
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- Figure 53: Amount spent during most recent casino visit – average, by gender, March 2014
- Adults 25-34 are by far the biggest spenders at casinos
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- Figure 54: Amount spent during most recent casino visit – average, by age, March 2014
- Men 21-34 wager the most and spend freely on entertainment
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- Figure 55: Amount spent during most recent casino visit – average, by gender and age, March 2014
- Casino visitors from higher income households spend more
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- Figure 56: Amount spent during most recent casino visit – average, by household income, March 2014
- Adults from households with children spend more at the casino
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- Figure 57: Amount spent during most recent casino visit – average, by presence of children under 18 living in household, March 2014
- Regular casino visitors wagered $828 on last visit
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- Figure 58: Amount spent during most recent casino visit – average, by casino visitation, March 2014
- Other gaming participation correlates with higher spending at the casino
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- Figure 59: Amount spent during most recent casino visit – average, by other gaming participation, March 2014
- Table game players outspend other gamblers
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- Figure 60: Amount spent during most recent casino visit – average, by casino games usually played, March 2014
Casino Experiences and Attitudes
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- Key points
- Most casino visitors set a budget for gambling
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- Figure 61: Casino experiences and attitudes, March 2014
- Likelihood of setting a gambling budget increases with age
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- Figure 62: Casino experiences and attitudes, by age, March 2014
- Younger men least likely to set a budget or expect to lose
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- Figure 63: Casino experiences and attitudes, by gender and age, March 2014
Casino Games
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- Key points
- Men more likely to play table games; women prefer the slots
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- Figure 64: Casino games usually played, by gender, March 2014
- Older adults favor machines/slots over table games
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- Figure 65: Casino games usually played, by age, March 2014
- Eight in 10 men aged 21-34 play table games
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- Figure 66: Casino games usually played, by gender and age, March 2014
- Slots are the king among adults who only play one type of casino game
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- Figure 67: Casino games usually played, by count of casino games usually played, March 2014
What Would Encourage Casino Visits
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- Key points
- No single offering will increase casino visits
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- Figure 68: What would encourage casino visits, by gender, March 2014
- Start early to build loyalty
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- Figure 69: What would encourage casino visits, by gender and age, March 2014
- Potential casino visitors enticed by discounts, amenities, and protections
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- Figure 70: What would encourage casino visits, by casino visitors versus potential visitors, March 2014
- Adults who play multiple games most open to all sorts of incentives
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- Figure 71: What would encourage casino visits, by count of casino games usually played, March 2014
Attitudes toward Casinos
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- Key points
- Two thirds of adults agree that casinos are exciting
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- Figure 72: Attitudes toward casinos, March 2014
- Some warning signs for casinos regarding older consumers
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- Figure 73: Attitudes toward casinos, by age, March 2014
- Casinos alienating for adults 55+
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- Figure 74: Attitudes toward casinos, by gender and age, March 2014
- Potential visitors have less positive attitudes about casinos/gambling
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- Figure 75: Attitudes toward casinos, by casino visitors versus potential visitors, March 2014
- Most positive attitudes among adults who play 4+ casino games
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- Figure 76: Attitudes toward casinos, by count of casino games usually played, March 2014
Impact of Race and Hispanic Origin
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- Key points
- Fewer Blacks have visited a casino
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- Figure 77: Casino visitation, by race/Hispanic origin, March 2014
- Asians and Hispanics are most likely to have visited an online casino
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- Figure 78: Other gaming participation, by race/Hispanic origin, March 2014
- Hispanics spend more at the casino than other adults do
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- Figure 79: Amount spent during most recent casino visit – average, by race/Hispanic origin, March 2014
- Whites are more likely than others to expect to lose at the casino
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- Figure 80: Casino experiences and attitudes, by race/Hispanic origin, March 2014
- Hispanics more likely than White or Black adults to play table games
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- Figure 81: Casino games usually played, by race/Hispanic origin, March 2014
- Closer proximity could attract more Blacks and Hispanics to casinos
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- Figure 82: What would encourage casino visits, by race/Hispanic origin, March 2014
- Hispanics have most positive attitudes about casinos
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- Figure 83: Attitudes toward casinos, by race/Hispanic origin, March 2014
Cluster Analysis
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- Figure 84: Target clusters, March 2014
- Highly Engaged
- Characteristics
- Opportunity
- Indifferent
- Characteristics
- Opportunity
- Casual
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 85: Casino visitation, by casino clusters, March 2014
- Figure 86: Other gaming participation, by casino clusters, March 2014
- Figure 87: Amount spent during most recent casino visit – average, by casino clusters, March 2014
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- Figure 88: Casino experiences and attitudes, by casino clusters, March 2014
- Figure 89: Casino games usually played, by casino clusters, March 2014
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- Figure 90: What would encourage casino visits, by casino clusters, March 2014
- Figure 91: Attitudes toward casinos, by casino clusters, March 2014
- Cluster demographic tables
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- Figure 92: Casino clusters, by key demographics, March 2014
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- Casino visitation
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- Figure 93: Incidence of visiting a casino in the past 12 months, January 2005-December 2013
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- Figure 94: Casino visitation, by age, March 2014
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- Figure 95: Casino visitation, by census regions – divisions, March 2014
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- Figure 96: Casino visitation, by gender and income, March 2014
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- Figure 97: Casino visitation, by count of casino games usually played, March 2014
- Other gaming participation
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- Figure 98: Other gaming participation, by age, March 2014
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- Figure 99: Other gaming participation, by household income, March 2014
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- Figure 100: Other gaming participation, by count of casino games usually played, March 2014
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- Figure 101: Other gaming participation, by casino visitors versus potential visitors, March 2014
- Spending at the casino
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- Figure 102: Amount spent during most recent casino visit – average, by casino visitation, March 2014
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- Figure 103: Amount spent during most recent casino visit – average, by gender, March 2014
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- Figure 104: Amount spent during most recent casino visit – average, by other gaming participation, March 2014
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- Figure 105: Amount spent during most recent casino visit – average, by casino games usually played, March 2014
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- Figure 106: Amount spent during most recent casino visit – average, by count of casino games usually played, March 2014
- Casino experiences and attitudes
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- Figure 107: Casino experiences and attitudes, by gender, March 2014
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- Figure 108: Casino experiences and attitudes, by household income, March 2014
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- Figure 109: Casino experiences and attitudes, by count of casino games usually played, March 2014
- Casino games usually played
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- Figure 110: Casino games usually played, by gender, March 2014
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- Figure 111: Casino games usually played, by household income, March 2014
- What would encourage casino visits
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- Figure 112: What would encourage casino visits, by gender, March 2014
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- Figure 113: What would encourage casino visits, by age, March 2014
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- Figure 114: What would encourage casino visits, by household income, March 2014
- Attitudes toward casinos
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- Figure 115: Attitudes toward casinos, by gender, March 2014
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- Figure 116: Attitudes toward casinos, by household income, March 2014
- 3D slot machines
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- Figure 117: Experience with 3D slot machines online, by gender, March 2014
Appendix – Social Media
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- Online conversations
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- Figure 118: Online mentions, selected casino brands, April 21, 2013-April 20, 2014
- Brand analysis
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- Figure 119: MGM Grand key social media indicators, April 2014
- Figure 120: The Cosmopolitan Las Vegas key social media indicators, April 2014
- Figure 121: The Venetian Las Vegas key social media indicators, April 2014
- Figure 122: Caesars Palace Las Vegas key social media indicators, April 2014
- Figure 123: Foxwoods Resort Sonicare key social media indicators, April 2014
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- Figure 124: ARIA Resort & Casino key social media indicators, April 2014
- Brand usage or awareness
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- Figure 125: Brand usage or awareness, April 2014
- Figure 126: The Venetian usage or awareness, by demographics, April 2014
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- Figure 127: Caesars Palace Hotel & Casino Las Vegas usage or awareness, by demographics, April 2014
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- Figure 128: MGM Grand Hotel & Casino Las Vegas usage or awareness, by demographics, April 2014
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- Figure 129: The Cosmopolitan Las Vegas usage or awareness, by demographics, April 2014
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- Figure 130: ARIA Resort & Casino usage or awareness, by demographics, April 2014
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- Figure 131: Foxwoods Resort Casino usage or awareness, by demographics, April 2014
- Activities done
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- Figure 132: Activities done, April 2014
- Figure 133: The Venetian – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 134: The Venetian – Activities done – I have contacted/interacted with the brand online on social media, by demographics, April 2014
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- Figure 135: The Venetian – Activities done – I follow/like the brand on social media, by demographics, April 2014
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- Figure 136: The Venetian – Activities done – I have researched the brand on social media, by demographics, April 2014
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- Figure 137: Caesars Palace Hotel & Casino Las Vegas – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 138: Caesars Palace Hotel & Casino Las Vegas – Activities done – I have contacted/interacted with the brand online on social media, by demographics, April 2014
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- Figure 139: Caesars Palace Hotel & Casino Las Vegas – Activities done – I follow/like the brand on social media because, by demographics, April 2014
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- Figure 140: Caesars Palace Hotel & Casino Las Vegas – Activities done – I have researched the brand on social media, by demographics, April 2014
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- Figure 141: MGM Grand Hotel & Casino Las Vegas – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 142: MGM Grand Hotel & Casino Las Vegas – Activities done –I have contacted/interacted with the brand online on social media, by demographics, April 2014
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- Figure 143: MGM Grand Hotel & Casino Las Vegas – Activities done – I follow/like the brand on social media, by demographics, April 2014
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- Figure 144: MGM Grand Hotel & Casino Las Vegas – Activities done –I have researched the brand on social media, by demographics, April 2014
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- Figure 145: The Cosmopolitan Las Vegas – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 146: The Cosmopolitan Las Vegas – Activities done – I have contacted/interacted with the brand online on social media, by demographics, April 2014
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- Figure 147: The Cosmopolitan Las Vegas – Activities done – I follow/like the brand on social media because, by demographics, April 2014
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- Figure 148: The Cosmopolitan Las Vegas – Activities done – I have researched the brand on social media, by demographics, April 2014
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- Figure 149: ARIA Resort & Casino – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
- Figure 150: Foxwoods Resort Casino – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 151: Foxwoods Resort Casino – Activities done – I have researched the brand on social media to, by demographics, April 2014
Appendix – Trade Associations
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