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Casino and Casino-style Gambling - US - December 2012

“While the casino industry as a whole has recovered from the revenue declines it suffered throughout the recession years, gaming destinations continue to face competition for visitors from other leisure venues, from intra-industry competition (ie, other areas’ casinos)—and from the dining and entertainment located in casinos that are designed to bring customers on premise. In some cases, the draw of the restaurants, bars, and live entertainment overshadows that of the games. As a result, many casinos are looking for ways to bring customers back to the floor (or at least to gaming). Because the table games themselves are identical regardless of location, casinos are investing in technology to increase the appeal and accessibility of the games.”

– Fiona O’Donnell, Senior Lifestyles & Leisure Analyst

Some questions answered in this report include:

  • Is the market saturated, or is there room for growth?
  • Does the notion of a casino visit as “big night out” help or hurt revenue?
  • Will online gaming be a boost or bust to brick-and-mortar casinos?
  • How can casinos bring gaming back to the forefront?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Direct marketing creative and online advertising data
                • Advertising creative
                  • Abbreviations and terms
                    • Abbreviations
                      • Terms
                      • Executive Summary

                          • The market
                            • Market size and forecast
                              • Figure 1: Fan chart forecast of total U.S. gaming revenues, at current prices, 2007-17
                            • Segment performance
                              • Figure 2: U.S. gaming revenue for commercial and tribal casinos, at current prices, 2010 and 2012
                            • Market drivers
                              • Figure 3: Consumer sentiment index, 2001-12
                            • Leading companies
                              • Figure 4: Global revenues among selected top commercial casino operators, 2011
                            • The consumer
                              • The incidence of casino visits held relatively steady throughout the recession
                                • Figure 5: Incidence of visiting a casino in the past 12 months and number of visits, May 2003-June 2012
                              • Youngest casino-goers visit the least often
                                • Figure 6: Number of visits to casino(s) in the past 12 months, by age, April 2011-June 2012
                              • Young men are most likely to buy in to the whole experience
                                • Figure 7: Most recent casino visit purchases, by men and women aged 21-34 vs. all, August 2012
                              • In many ways, younger casino-goers’ attitudes are vastly different from older patrons’
                                • Figure 8: Attitudes toward casinos and gambling, by aged 21-34 vs. all, August 2012
                              • Educating players—particularly the affluent—will increase wagering
                                • Figure 9: Amount wagered and total amount spent, by agreement that casino games are confusing, August 2012
                              • Women more likely to be playing for fun, men playing to win
                                • Figure 10: Budgeting and expectations for winning, by gender, August 2012
                              • Women gravitate toward machines; men toward the tables
                                • Figure 11: Casino games usually played, by gender, August 2012
                              • General disinterest, finances, accessibility are top reasons for not visiting a casino
                                • Figure 12: Reasons for not visiting a casino in the past year, August 2012
                              • Impact of race and Hispanic origin
                                • Figure 13: Incidence of visiting a casino in the past 12 months (April 2011-June 2012) and most recent casino visit purchases (August 2012), by race/Hispanic origin
                              • What we think
                              • Issues in the Market

                                  • Is the market saturated, or is there room for growth?
                                    • Does the notion of a casino visit as “big night out” help or hurt revenue?
                                      • Will online gaming be a boost or bust to brick-and-mortar casinos?
                                        • How can casinos bring gaming back to the forefront?
                                        • Insights and Opportunities

                                          • The internet: it’s everywhere you want to be—even at the casino
                                            • WiFi on the casino floor
                                              • Figure 14: Route 66 free WiFi connection, October 2012
                                            • Mobile banking can keep players in their seats
                                              • Figure 15: Money Centers of America mobile banking application, October 2012
                                            • Mobile gaming lets players place bets on smartphones, iPads, other mobile devices
                                              • Casinos link amenities with gaming and mobility
                                                • Where’s the loyalty?
                                                  • MGM Resorts lets loyalty card holders earn points via social media
                                                    • MGM pairs with Royal Caribbean for customer rewards program
                                                    • Trend Application

                                                        • Inspire Trend: Access All Areas
                                                          • Inspire Trend: Who Needs Humans?
                                                            • Inspire 2015 Trend
                                                              • Old Gold
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Gaming revenues expected to beat pre-recession levels in 2012
                                                                    • Growth forecast for 2012-17
                                                                      • Figure 16: Total U.S. gaming revenues, at current prices, 2007-17
                                                                      • Figure 17: Total U.S. gaming revenues, at inflation adjusted prices, 2007-17
                                                                    • Fan chart forecast
                                                                        • Figure 18: Fan chart forecast of total U.S. gaming revenues, at current prices, 2007-17
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Economics drive leisure spending and the casino market
                                                                          • Median household income reflects downturn of casino gaming revenues
                                                                            • Figure 19: Median household income, 2001-12
                                                                            • Figure 20: Disposable personal income, January 2007-September 2012
                                                                          • Increasing consumer confidence drives casino revenues
                                                                            • Figure 21: Consumer sentiment index, 2001-12
                                                                          • Greater accessibility to casinos drives the market
                                                                            • Figure 22: Number of U.S. casinos, 2006-11
                                                                            • Figure 23: Number of states in the U.S. with casinos, by casino type, 2006-11
                                                                        • Casino, Online Gambling Site Visitor Demographics

                                                                          • Key points
                                                                            • Likelihood of casino visitation increases with affluence
                                                                              • Figure 24: Incidence of visiting a casino in the past 12 months, by gender, age, and household income, April 2011-June 2012
                                                                            • Online gambling sites get relatively few visitors, mostly men
                                                                              • Figure 25: Incidence of visiting an online gambling site in the past seven days/past 30 days, by demographic, April 2011-June 2012
                                                                          • Competitive Context

                                                                            • In-home and out-of-home leisure options compete with casinos
                                                                              • Figure 26: Total U.S. spending on commercial casinos vs. other spending choices, 2011
                                                                            • Other casino entertainment luring customers away from gaming floor
                                                                              • Figure 27: Frequency of gambling when visiting a casino, 2011 vs. 2012
                                                                              • Figure 28: Participation in other nongaming activities when visiting a casino, 2009-12
                                                                          • Segment Overall Performance

                                                                            • Key points
                                                                              • Number of gaming establishments increases 2006-11
                                                                                • Land-based or riverboat casinos reduced operations over this time
                                                                                  • Figure 29: Number of U.S. locations for commercial, tribal, and racetrack casinos, 2006-11
                                                                                • Despite adding more locations, tribal casinos’ revenue share contracts
                                                                                  • Figure 30: U.S. gaming revenue at current prices for commercial and tribal casinos, 2010 and 2012
                                                                              • Segment Performance—Commercial Casinos

                                                                                • Key points
                                                                                  • Commercial casinos back on track following recession
                                                                                    • Nevada (Las Vegas)
                                                                                      • New Jersey (Atlantic City)
                                                                                          • Figure 31: Total U.S. commercial casinos gaming revenues at current prices, 2007-17
                                                                                          • Figure 32: Total U.S. commercial casinos gaming revenues at inflation-adjusted prices, 2007-17
                                                                                      • Segment Performance—Tribal Casinos

                                                                                        • Key points
                                                                                          • Tribal casino revenue growth remains stable, slow growth forecast
                                                                                            • Figure 33: Total U.S. tribal casinos gaming revenues at current prices, 2007-17
                                                                                            • Figure 34: Total U.S. tribal casinos gaming revenues at inflation-adjusted prices, 2007-17
                                                                                        • Geographic Distribution

                                                                                          • Key points
                                                                                            • Gaming locations increase, competition heats up
                                                                                              • Figure 35: States that participate in casino gambling, by category, 2011
                                                                                            • Nevada and New Jersey largest markets for commercial casinos
                                                                                              • Figure 36: Commercial casino gaming revenues, by state, 2010-11
                                                                                            • Most top markets show significant declines
                                                                                              • Figure 37: Top 20 U.S. casino markets, by revenue, 2007-11
                                                                                          • Leading Commercial Casinos

                                                                                            • Key points
                                                                                              • Top casino operators see revenue growth
                                                                                                • Figure 38: Global revenues among selected top commercial casino operators, 2008 and 2009
                                                                                              • Las Vegas Sands
                                                                                                • Loyalty programs and marketing
                                                                                                  • Caesars Entertainment
                                                                                                    • Loyalty program: Total Rewards
                                                                                                      • MGM Resorts
                                                                                                        • Loyalty program: M life
                                                                                                          • Penn National Gaming, Inc.
                                                                                                            • International Game Technology (IGT)
                                                                                                            • Innovations and Innovators

                                                                                                              • Putting customer comfort first
                                                                                                                • Taking it outside
                                                                                                                  • Taking a load off
                                                                                                                    • Taking it with you
                                                                                                                      • Figure 39: Video slot machine game displayed on an Apple iPad, October 2012
                                                                                                                    • Teching up the traditional
                                                                                                                      • Figure 40: Interblock 4-D gaming technology-holographic dealers, October 2012
                                                                                                                      • Figure 41: Bingo Time robotic dealer, October 2012
                                                                                                                      • Figure 42: Aristocrat superman slot machine, October 2012
                                                                                                                      • Figure 43: Aristocrat four slots in one slot machine, October 2012
                                                                                                                      • Figure 44: IGT Dia De Muertos slot machine, October 2012
                                                                                                                    • Online and social gaming waiting in the wings
                                                                                                                    • Marketing Strategies

                                                                                                                      • Key points
                                                                                                                        • Promoting an image and the experience
                                                                                                                          • Figure 45: Cosmopolitan Resort Casino, Las Vegas, “Just The Right Amount Of Wrong” TV ad, 2011
                                                                                                                          • Figure 46: Pechanga Resort and Casino, Calif., “Experience It All” TV ad, 2012
                                                                                                                        • Highlighting entertainment
                                                                                                                          • Figure 47: MGM Grand Hotel and Casino, Las Vegas, “The Material Girl Is Back On” TV Ad, 2012
                                                                                                                        • Hispanic musical acts can draw a crowd
                                                                                                                          • Figure 48: San Manuel Indian Bingo & Casino, Calif., “Pepe Aguilar, Back By Popular Demand” TV ad, 2012
                                                                                                                        • Fine dining vs. the ubiquitous budget buffet—both have a place
                                                                                                                          • Figure 49: ARIA Resort and Casino, Las Vegas, “Discover Distinctive New Dining” TV ad, 2011
                                                                                                                          • Figure 50: Station Casinos, Las Vegas, “Great Food And Plenty Of It” TV ad, 2012
                                                                                                                          • Figure 51: Super 8-Longhorn Casino, Las Vegas, October 2011
                                                                                                                        • Loyalty programs and rewards
                                                                                                                          • Figure 52: Rivers Casino, Pittsburg, “Earn Rewards” TV ad, 2012
                                                                                                                        • Online advertising
                                                                                                                          • Figure 53: Top casino online advertisers, total impressions and share, September 2011-September 2012
                                                                                                                        • Other notable strategies
                                                                                                                          • Using chips for marketing
                                                                                                                            • MGM pairs with Royal Caribbean for customer rewards program
                                                                                                                              • Slogans
                                                                                                                              • Casino Visitation Trends

                                                                                                                                • Key points
                                                                                                                                  • Casino visitation incidence and frequency has held relatively steady
                                                                                                                                    • Figure 54: Incidence of visiting a casino in the past 12 months and number of visits, May 2003-June 2012
                                                                                                                                  • Indian reservation casinos, Las Vegas draw the greatest crowds
                                                                                                                                    • Figure 55: Location of domestic casino(s) visited in the past 12 months, May 2003-June 2012
                                                                                                                                • Past 12 Month Gambling Activities

                                                                                                                                  • Key points
                                                                                                                                    • Day trips or a night out are the most popular way to visit casinos
                                                                                                                                      • Figure 56: Past 12 month gambling activities, August 2012
                                                                                                                                    • Men have a slight edge for type of casino visits and other gambling
                                                                                                                                      • Figure 57: Past 12 month gambling activities, by gender, August 2012
                                                                                                                                    • Casino visitors enjoy a variety of outlets for their gaming
                                                                                                                                      • Figure 58: Past 12 month gambling activities, by past 12 month gambling activities, August 2012
                                                                                                                                  • How Casino Visitation Has Changed

                                                                                                                                    • Key points
                                                                                                                                      • Visitation frequency appears to be a wash for casinos and online gaming
                                                                                                                                        • Figure 59: How casino visitation has changed compared to one year ago, August 2012
                                                                                                                                      • Most affluent casino-goers have the most steady attendance
                                                                                                                                        • Figure 60: How casino visitation has changed compared to one year ago, by household income, August 2012
                                                                                                                                      • Number of visits lowest among 21-24s, increases with age
                                                                                                                                        • Figure 61: Number of visits to casino(s) in the past 12 months, by age, April 2011-June 2012
                                                                                                                                    • Attitudes Toward Casinos and Gambling

                                                                                                                                      • Key points
                                                                                                                                        • Online influences, motivations, food and beverage, and atmosphere
                                                                                                                                          • Online influence is more positive than negative to driving in-person visitation
                                                                                                                                            • Survey results suggest that casinos should add more variety
                                                                                                                                              • Restaurants and bars are key; customer service generally positive, room to improve
                                                                                                                                                • Figure 62: Attitudes toward casinos and gambling, August 2012
                                                                                                                                              • Younger casino-goers’ attitudes vastly different than older patrons’
                                                                                                                                                • Figure 63: Attitudes toward casinos and gambling, by age, August 2012
                                                                                                                                              • The most affluent are the most likely to be confused by casino games
                                                                                                                                                • Figure 64: Attitudes toward casinos and gambling, by household income, August 2012
                                                                                                                                              • Couples can be targeted with “date-night” promotions
                                                                                                                                                • Figure 65: Attitudes toward casinos and gambling, by typical casino companion, August 2012
                                                                                                                                              • Unfamiliarity with casino games leads to lower betting
                                                                                                                                                • Figure 66: Difference in wagering and total spend by attitudes toward casino games and atmosphere, August 2012
                                                                                                                                            • Casino Visitor Behaviors and Expectations

                                                                                                                                              • Key points
                                                                                                                                                • Women less serious about gambling, most expect to lose
                                                                                                                                                  • Figure 67: Casino visitor behaviors and expectations, by gender, August 2012
                                                                                                                                                • Younger patrons more likely to recall the wins rather than the losses
                                                                                                                                                  • Insight: addressing gambling addicts
                                                                                                                                                    • Figure 68: Casino visitor behaviors and expectations, by age, August 2012
                                                                                                                                                  • Affluent casino-goers more likely to receive marketing messages
                                                                                                                                                    • Figure 69: Casino visitor behaviors and expectations, by household income, August 2012
                                                                                                                                                • Most Recent Casino Visit Purchases and Expenditures

                                                                                                                                                  • Key points
                                                                                                                                                    • Younger casino-goers (particularly men) buy in to the whole experience
                                                                                                                                                      • Figure 70: Most recent casino visit purchases, by gender and age, August 2012
                                                                                                                                                    • Men far outspend women on gambling and total activities
                                                                                                                                                      • Figure 71: Most recent casino visit expenditures–Mean (without zero), by gender, August 2012
                                                                                                                                                    • Affluent gamers spend more than twice the average on gambling
                                                                                                                                                      • Figure 72: Most recent casino visit expenditures–Mean (without zero), by household income, August 2012
                                                                                                                                                  • Casino Games Usually Played

                                                                                                                                                    • Key points
                                                                                                                                                      • Women gravitate toward fast, less complex games; men toward tables
                                                                                                                                                        • Figure 73: Casino games usually played, by gender, August 2012
                                                                                                                                                      • Younger gamblers go to the tables; older to the machines
                                                                                                                                                        • Insight: baccarat play increases—appears to be driven by younger players
                                                                                                                                                          • Why has baccarat rebounded?
                                                                                                                                                            • Figure 74: Casino games usually played, by age, August 2012
                                                                                                                                                        • Typical Casino Companions

                                                                                                                                                          • Key points
                                                                                                                                                            • Casino visitation is rarely a solo venture
                                                                                                                                                              • Figure 75: Typical casino companion, by gender, August 2012
                                                                                                                                                            • Companionship varies with age, likely impacts overall spending
                                                                                                                                                              • Figure 76: Typical casino companion, by age, August 2012
                                                                                                                                                          • Reasons for Not Visiting a Casino

                                                                                                                                                            • Key points
                                                                                                                                                              • Lack of interest, funds are greatest barriers to casino visits
                                                                                                                                                                • Figure 77: Reasons for not visiting a casino in the past year, by gender, August 2012
                                                                                                                                                              • Lack of time and accessibility are also perceived as deterrents
                                                                                                                                                                • Figure 78: Reasons for not visiting a casino in the past year, by age, August 2012
                                                                                                                                                              • The most affluent have the least interest, are put off by the atmosphere
                                                                                                                                                                • Figure 79: Reasons for not visiting a casino in the past year, by household income, August 2012
                                                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                                                              • Key points
                                                                                                                                                                • Race and Hispanic origin impact the likelihood (and frequency) of visiting a casino
                                                                                                                                                                  • Insight: Hispanics and casinos
                                                                                                                                                                    • Figure 80: Incidence of visiting a casino in the past 12 months and number of visits, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                  • Hispanic casino-goers’ attitudes greatly different than non-Hispanics’
                                                                                                                                                                    • Figure 81: Attitudes toward casinos and gambling, by Hispanic origin, August 2012
                                                                                                                                                                  • Whites have the least variety in their casino spending
                                                                                                                                                                    • Figure 82: Most recent casino visit purchases, by race/Hispanic origin, August 2012
                                                                                                                                                                  • Hispanics try their luck across a wide variety of games
                                                                                                                                                                    • Figure 83: Casino games usually played, by race/Hispanic origin, August 2012
                                                                                                                                                                  • Hispanics least likely to visit casinos alone
                                                                                                                                                                    • Figure 84: Typical casino companion, by race/Hispanic origin, August 2012
                                                                                                                                                                • Custom Consumer Groups—Gambling Risk Level

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Demographics
                                                                                                                                                                          • Figure 85: Gender, age, and household income, by gambling risk level groups, August 2012
                                                                                                                                                                        • Past 12 month gambling activities
                                                                                                                                                                          • Figure 86: Past 12 month gambling activities, by gambling risk level groups, August 2012
                                                                                                                                                                        • How casino visitation has changed
                                                                                                                                                                            • Figure 87: How casino visitation has changed compared to one year ago, by gambling risk level groups, August 2012
                                                                                                                                                                          • Attitudes toward casinos and gambling
                                                                                                                                                                              • Figure 88: Attitudes toward casinos and gambling, by gambling risk level groups, August 2012
                                                                                                                                                                            • Casino visitor behaviors and expectations
                                                                                                                                                                              • Figure 89: Casino and gambling attitudes and behaviors, by gambling risk level groups, August 2012
                                                                                                                                                                            • Most recent casino visit purchases and expenditures
                                                                                                                                                                                • Figure 90: Most recent casino visit purchases, by gambling risk level groups, August 2012
                                                                                                                                                                              • Casino games usually played
                                                                                                                                                                                  • Figure 91: Casino games usually played, by gambling risk level groups, August 2012
                                                                                                                                                                                • Typical casino companion
                                                                                                                                                                                  • Figure 92: Typical casino companion, by gambling risk level groups, August 2012
                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                • Casino, online gambling site visitor key demographics
                                                                                                                                                                                  • Figure 93: Incidence of visiting a casino in the past 12 months, by region, April 2011-June 2012
                                                                                                                                                                                  • Figure 94: Incidence of visiting a casino in the past 12 months, by race/Hispanic origin and household income, April 2011-June 2012
                                                                                                                                                                                • Online gambling websites
                                                                                                                                                                                  • Figure 95: Incidence of visiting an online gambling site in the past seven days/past 30 days, by race/Hispanic origin and age, April 2011-June 2012
                                                                                                                                                                                • Past 12 month gambling activities
                                                                                                                                                                                  • Figure 96: Past 12 month gambling activities, by household income, August 2012
                                                                                                                                                                                  • Figure 97: Past 12 month gambling activities, Mean and median, August 2012
                                                                                                                                                                                  • Figure 98: Past 12 month gambling activities, by age, August 2012
                                                                                                                                                                                  • Figure 99: Past 12 month gambling activities, by household income, August 2012
                                                                                                                                                                                  • Figure 100: Past 12 month gambling activities, by race/Hispanic origin, August 2012
                                                                                                                                                                                • Attitudes toward casinos and gambling
                                                                                                                                                                                    • Figure 101: Attitudes toward casinos and gambling, by any gambling activities, August 2012
                                                                                                                                                                                  • Casino visitor behaviors and expectations
                                                                                                                                                                                    • Figure 102: Casino and gambling attitudes and behaviors, by typical casino companion, August 2012
                                                                                                                                                                                    • Figure 103: Casino visitor behaviors and expectations, by gender and age, August 2012
                                                                                                                                                                                  • Most recent casino visit purchases and expenditures
                                                                                                                                                                                    • Figure 104: Most recent casino visit purchases, by age, August 2012
                                                                                                                                                                                    • Figure 105: Most recent casino visit purchases, by household income, August 2012
                                                                                                                                                                                    • Figure 106: Most recent casino visit expenditures, mean and median (without zero), by gambling risk level groups, August 2012
                                                                                                                                                                                  • Casino games usually played
                                                                                                                                                                                    • Figure 107: Casino games usually played, by household income, August 2012
                                                                                                                                                                                    • Figure 108: Casino games usually played, by gender and age, August 2012
                                                                                                                                                                                  • Typical casino companion
                                                                                                                                                                                    • Figure 109: Typical casino companion, by household income, August 2012
                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Ameristar Casinos Inc.
                                                                                                                                                                                  • Argosy Gaming Company
                                                                                                                                                                                  • Boyd Gaming Corporation
                                                                                                                                                                                  • Caesars Entertainment
                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                  • Four Seasons Hotels Inc.
                                                                                                                                                                                  • Harrah's Entertainment Inc.
                                                                                                                                                                                  • Penn National Gaming, Inc.
                                                                                                                                                                                  • Pinnacle Entertainment Inc.

                                                                                                                                                                                  Casino and Casino-style Gambling - US - December 2012

                                                                                                                                                                                  £3,199.84 (Excl.Tax)