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Casino and Casino-style Gambling - US - June 2014

“The casino market is unique in that most consumers have visited a casino in the past, even though four in 10 expect to lose when they gamble. The excitement of the environment, the possibility of winning, and the ancillary offerings create an alluring alternative to most leisure and entertainment offerings. Maintaining the allure as gambling expands to an increasing number of locations is the challenge.”
– Fiona O’Donnell, Category Manager – Multicultural, Lifestyles, Travel & Leisure

This report answers the following questions:

  • Has the expansion of gambling gone too far?
  • Are young adult men the ticket to future growth?
  • Is online gambling a threat to traditional casinos?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Gross gaming revenues recover, to reach $66B in 2014
                        • 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
                          • Figure 2: Attitudes toward online gaming, March 2014
                        • Las Vegas Sands, Caesars largest commercial casino operators
                          • 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
                                • 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
                                  • Figure 5: Casino games usually played, March 2014
                                • No single offering will increase casino visits
                                  • Figure 6: What would encourage casino visits, March 2014
                                • Most adults hold positive attitudes about casinos
                                  • Figure 7: Attitudes toward casinos, March 2014
                                • Hispanic market has potential
                                  • What we think
                                  • Issues and Insights

                                      • 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

                                                          • Trend: Let’s Make A Deal
                                                            • Trend: Experience Is All
                                                              • Trend: Prepare for the Worst
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Revenues return to prerecessionary levels
                                                                    • Expansion hasn’t yielded a commensurate increase in growth
                                                                      • Stronger growth prospects between 2014 and 2019
                                                                        • 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
                                                                          • Figure 10: Fan chart forecast of total US gaming revenues at current prices with best- and worst-case scenarios, 2009-19
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • The economy
                                                                            • 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
                                                                            • Figure 13: Median household income at inflation-adjusted prices (2012 dollars, not seasonally adjusted), 2005-12
                                                                          • Disposable personal income and personal savings
                                                                            • Figure 14: Annual disposable personal income and personal savings in current dollars, 2009-13
                                                                          • Critical demographic segment growing faster than population as a whole
                                                                            • Figure 15: US male population and total population aged 25-34, 2012, 2015, 2020
                                                                          • Gambling is a part of many vacations
                                                                            • Figure 16: Usually visits a casino while on vacation, by age, March 2014
                                                                          • Consumers feeling positive enough to resume traveling
                                                                            • Figure 17: The Traveler Sentiment Index™, March 2007–February 2014
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Legal online gambling in its infancy; illegal sites are well established
                                                                              • Figure 18: Online casino or gambling site visitation in the last 12 months, by gender, March 2014
                                                                              • Figure 19: Attitudes toward online gaming, March 2014
                                                                            • Other entertainment options
                                                                              • Figure 20: Entertainment and leisure options, 2013
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Number of commercial and tribal casinos continues to expand
                                                                                • Figure 21: Number of US locations for commercial, tribal, and racetrack casinos, 2008-12
                                                                              • Commercial casino segment continues its market share lead
                                                                                • Figure 22: US casino share of sales, by segment, at current prices, 2012 and 2014
                                                                            • Segment Performance – Commercial Casinos

                                                                              • Key points
                                                                                • Revenues return to prerecession level
                                                                                  • A forecast of modest growth
                                                                                    • 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

                                                                                  • Key points
                                                                                    • Years of blockbuster growth come to an end
                                                                                      • Tribal casino revenue forecast to increase about 2% annually
                                                                                        • 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

                                                                                      • Key points
                                                                                        • More jurisdictions, more competition
                                                                                          • Figure 27: States that participate in casino gambling, by category, 2012
                                                                                        • Souring odds
                                                                                          • Figure 28: Top US casino markets, by revenue, 2010-12
                                                                                      • Leading Commercial Casinos

                                                                                        • Key points
                                                                                          • Largest commercial casinos own the leading brands
                                                                                            • Figure 29: Global net revenues of selected US commercial casino operators, 2012 and 2013
                                                                                          • Las Vegas Sands
                                                                                            • Caesars Entertainment
                                                                                              • MGM Resorts
                                                                                              • Innovations and Innovators

                                                                                                • Props & Hops
                                                                                                  • Big Data contributes to identification of problem gamblers
                                                                                                    • Entertainment-branded slots
                                                                                                      • IGT’s DoubleDown Interactive
                                                                                                      • Marketing Strategies

                                                                                                        • Key points
                                                                                                          • Overview
                                                                                                            • Figure 30: Annual advertising costs of leading commercial casinos, 2012 and 2013
                                                                                                          • Loyalty programs and promotional allowances
                                                                                                            • Television and video advertising (broadcast or internet)
                                                                                                              • Figure 31: MGM Grand Las Vegas, television ad, November 2013
                                                                                                              • 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

                                                                                                            • Key points
                                                                                                              • Market overview
                                                                                                                • Key social media metrics
                                                                                                                  • Figure 34: Key performance indicators, selected casino brands, April 21, 2013-April 20, 2014
                                                                                                                • Brand usage and awareness
                                                                                                                  • Figure 35: Brand usage and awareness of casino brands, April 2014
                                                                                                                • Interaction with brands
                                                                                                                  • Figure 36: Interaction with casino brands, April 2014
                                                                                                                • Leading online campaigns
                                                                                                                  • Social media loyalty programs
                                                                                                                    • Figure 37: Selected MGM Grand hotel Twitter mentions, May 2, 2014
                                                                                                                  • Online gaming
                                                                                                                    • What we think
                                                                                                                      • Online conversations
                                                                                                                        • Figure 38: Online mentions, selected casino brands, April 21, 2013-April 20, 2014
                                                                                                                      • Where are people talking about casino brands?
                                                                                                                        • Figure 39: Mentions, by page type, selected casino brands, April 21, 2013-April 20, 2014
                                                                                                                      • What are people talking about online?
                                                                                                                        • Figure 40: Mentions, by topic of conversation, selected casino brands, April 21, 2013-April 20, 2014
                                                                                                                    • Casino Visitation Trends

                                                                                                                      • Key points
                                                                                                                        • About three in 10 adults visit a casino each year
                                                                                                                          • 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
                                                                                                                          • Figure 42: Location of casino(s) visited in the past 12 months, January 2005-December 2013
                                                                                                                      • Casino Visitation

                                                                                                                        • Key points
                                                                                                                          • Men are much more likely than women to be regular casino visitors
                                                                                                                            • Figure 43: Casino visitation, by gender, March 2014
                                                                                                                          • Young men are most frequent casino visitors
                                                                                                                            • Figure 44: Casino visitation, by gender and age, March 2014
                                                                                                                          • Casino visits more likely among adults with higher incomes
                                                                                                                            • Figure 45: Casino visitation, by household income, March 2014
                                                                                                                        • Other Gaming Participation

                                                                                                                          • Key points
                                                                                                                            • Half of adults purchase lottery or scratch-off tickets
                                                                                                                              • Figure 46: Other gaming participation, by gender, March 2014
                                                                                                                            • Men 21-34 most likely to visit online gambling sites
                                                                                                                              • Figure 47: Other gaming participation, by gender and age, March 2014
                                                                                                                            • “Other gaming” holds greatest interest for adults with children
                                                                                                                              • 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
                                                                                                                              • Figure 49: Casino visitation, by other gaming participation, March 2014
                                                                                                                            • Regular casino goers most likely to have visited an online gambling site
                                                                                                                              • Figure 50: Other gaming participation, by casino visitation, March 2014
                                                                                                                            • Video gambling players also more likely to visit an online casino
                                                                                                                              • Figure 51: Other gaming participation, by other gaming participation, March 2014
                                                                                                                          • Spending at the Casino

                                                                                                                            • Key points
                                                                                                                              • Almost half of casino visitors wager $100+ while 15% wager nothing
                                                                                                                                • Figure 52: Amount spent during most recent casino visit, March 2014
                                                                                                                              • Casino visitors wagered about $322; men wagered twice as much as women
                                                                                                                                • 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
                                                                                                                                • 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
                                                                                                                                • Figure 55: Amount spent during most recent casino visit – average, by gender and age, March 2014
                                                                                                                              • Casino visitors from higher income households spend more
                                                                                                                                • 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
                                                                                                                                • 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
                                                                                                                                • 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
                                                                                                                                • Figure 59: Amount spent during most recent casino visit – average, by other gaming participation, March 2014
                                                                                                                              • Table game players outspend other gamblers
                                                                                                                                • Figure 60: Amount spent during most recent casino visit – average, by casino games usually played, March 2014
                                                                                                                            • Casino Experiences and Attitudes

                                                                                                                              • Key points
                                                                                                                                • Most casino visitors set a budget for gambling
                                                                                                                                  • Figure 61: Casino experiences and attitudes, March 2014
                                                                                                                                • Likelihood of setting a gambling budget increases with age
                                                                                                                                  • Figure 62: Casino experiences and attitudes, by age, March 2014
                                                                                                                                • Younger men least likely to set a budget or expect to lose
                                                                                                                                  • Figure 63: Casino experiences and attitudes, by gender and age, March 2014
                                                                                                                              • Casino Games

                                                                                                                                • Key points
                                                                                                                                  • Men more likely to play table games; women prefer the slots
                                                                                                                                    • Figure 64: Casino games usually played, by gender, March 2014
                                                                                                                                  • Older adults favor machines/slots over table games
                                                                                                                                    • Figure 65: Casino games usually played, by age, March 2014
                                                                                                                                  • Eight in 10 men aged 21-34 play table games
                                                                                                                                    • 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
                                                                                                                                    • Figure 67: Casino games usually played, by count of casino games usually played, March 2014
                                                                                                                                • What Would Encourage Casino Visits

                                                                                                                                  • Key points
                                                                                                                                    • No single offering will increase casino visits
                                                                                                                                      • Figure 68: What would encourage casino visits, by gender, March 2014
                                                                                                                                    • Start early to build loyalty
                                                                                                                                      • Figure 69: What would encourage casino visits, by gender and age, March 2014
                                                                                                                                    • Potential casino visitors enticed by discounts, amenities, and protections
                                                                                                                                      • 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
                                                                                                                                      • Figure 71: What would encourage casino visits, by count of casino games usually played, March 2014
                                                                                                                                  • Attitudes toward Casinos

                                                                                                                                    • Key points
                                                                                                                                      • Two thirds of adults agree that casinos are exciting
                                                                                                                                        • Figure 72: Attitudes toward casinos, March 2014
                                                                                                                                      • Some warning signs for casinos regarding older consumers
                                                                                                                                        • Figure 73: Attitudes toward casinos, by age, March 2014
                                                                                                                                      • Casinos alienating for adults 55+
                                                                                                                                        • Figure 74: Attitudes toward casinos, by gender and age, March 2014
                                                                                                                                      • Potential visitors have less positive attitudes about casinos/gambling
                                                                                                                                        • Figure 75: Attitudes toward casinos, by casino visitors versus potential visitors, March 2014
                                                                                                                                      • Most positive attitudes among adults who play 4+ casino games
                                                                                                                                        • Figure 76: Attitudes toward casinos, by count of casino games usually played, March 2014
                                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                                      • Key points
                                                                                                                                        • Fewer Blacks have visited a casino
                                                                                                                                          • Figure 77: Casino visitation, by race/Hispanic origin, March 2014
                                                                                                                                        • Asians and Hispanics are most likely to have visited an online casino
                                                                                                                                          • Figure 78: Other gaming participation, by race/Hispanic origin, March 2014
                                                                                                                                        • Hispanics spend more at the casino than other adults do
                                                                                                                                          • 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
                                                                                                                                          • Figure 80: Casino experiences and attitudes, by race/Hispanic origin, March 2014
                                                                                                                                        • Hispanics more likely than White or Black adults to play table games
                                                                                                                                          • Figure 81: Casino games usually played, by race/Hispanic origin, March 2014
                                                                                                                                        • Closer proximity could attract more Blacks and Hispanics to casinos
                                                                                                                                          • Figure 82: What would encourage casino visits, by race/Hispanic origin, March 2014
                                                                                                                                        • Hispanics have most positive attitudes about casinos
                                                                                                                                          • Figure 83: Attitudes toward casinos, by race/Hispanic origin, March 2014
                                                                                                                                      • Cluster Analysis

                                                                                                                                          • Figure 84: Target clusters, March 2014
                                                                                                                                        • Highly Engaged
                                                                                                                                          • Characteristics
                                                                                                                                            • Opportunity
                                                                                                                                              • Indifferent
                                                                                                                                                • Characteristics
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Casual
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Opportunity
                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                            • 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
                                                                                                                                                            • Figure 88: Casino experiences and attitudes, by casino clusters, March 2014
                                                                                                                                                            • Figure 89: Casino games usually played, by casino clusters, March 2014
                                                                                                                                                            • 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
                                                                                                                                                            • Figure 92: Casino clusters, by key demographics, March 2014
                                                                                                                                                          • Cluster methodology
                                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                                            • Casino visitation
                                                                                                                                                              • Figure 93: Incidence of visiting a casino in the past 12 months, January 2005-December 2013
                                                                                                                                                              • Figure 94: Casino visitation, by age, March 2014
                                                                                                                                                              • Figure 95: Casino visitation, by census regions – divisions, March 2014
                                                                                                                                                              • Figure 96: Casino visitation, by gender and income, March 2014
                                                                                                                                                              • Figure 97: Casino visitation, by count of casino games usually played, March 2014
                                                                                                                                                            • Other gaming participation
                                                                                                                                                              • Figure 98: Other gaming participation, by age, March 2014
                                                                                                                                                              • Figure 99: Other gaming participation, by household income, March 2014
                                                                                                                                                              • Figure 100: Other gaming participation, by count of casino games usually played, March 2014
                                                                                                                                                              • Figure 101: Other gaming participation, by casino visitors versus potential visitors, March 2014
                                                                                                                                                            • Spending at the casino
                                                                                                                                                              • Figure 102: Amount spent during most recent casino visit – average, by casino visitation, March 2014
                                                                                                                                                              • Figure 103: Amount spent during most recent casino visit – average, by gender, March 2014
                                                                                                                                                              • Figure 104: Amount spent during most recent casino visit – average, by other gaming participation, March 2014
                                                                                                                                                              • Figure 105: Amount spent during most recent casino visit – average, by casino games usually played, March 2014
                                                                                                                                                              • Figure 106: Amount spent during most recent casino visit – average, by count of casino games usually played, March 2014
                                                                                                                                                            • Casino experiences and attitudes
                                                                                                                                                              • Figure 107: Casino experiences and attitudes, by gender, March 2014
                                                                                                                                                              • Figure 108: Casino experiences and attitudes, by household income, March 2014
                                                                                                                                                              • Figure 109: Casino experiences and attitudes, by count of casino games usually played, March 2014
                                                                                                                                                            • Casino games usually played
                                                                                                                                                              • Figure 110: Casino games usually played, by gender, March 2014
                                                                                                                                                              • Figure 111: Casino games usually played, by household income, March 2014
                                                                                                                                                            • What would encourage casino visits
                                                                                                                                                              • Figure 112: What would encourage casino visits, by gender, March 2014
                                                                                                                                                              • Figure 113: What would encourage casino visits, by age, March 2014
                                                                                                                                                              • Figure 114: What would encourage casino visits, by household income, March 2014
                                                                                                                                                            • Attitudes toward casinos
                                                                                                                                                              • Figure 115: Attitudes toward casinos, by gender, March 2014
                                                                                                                                                              • Figure 116: Attitudes toward casinos, by household income, March 2014
                                                                                                                                                            • 3D slot machines
                                                                                                                                                              • Figure 117: Experience with 3D slot machines online, by gender, March 2014
                                                                                                                                                          • Appendix – Social Media

                                                                                                                                                            • Online conversations
                                                                                                                                                              • Figure 118: Online mentions, selected casino brands, April 21, 2013-April 20, 2014
                                                                                                                                                            • Brand analysis
                                                                                                                                                              • 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
                                                                                                                                                              • Figure 124: ARIA Resort & Casino key social media indicators, April 2014
                                                                                                                                                            • Brand usage or awareness
                                                                                                                                                              • Figure 125: Brand usage or awareness, April 2014
                                                                                                                                                              • Figure 126: The Venetian usage or awareness, by demographics, April 2014
                                                                                                                                                              • Figure 127: Caesars Palace Hotel & Casino Las Vegas usage or awareness, by demographics, April 2014
                                                                                                                                                              • Figure 128: MGM Grand Hotel & Casino Las Vegas usage or awareness, by demographics, April 2014
                                                                                                                                                              • Figure 129: The Cosmopolitan Las Vegas usage or awareness, by demographics, April 2014
                                                                                                                                                              • Figure 130: ARIA Resort & Casino usage or awareness, by demographics, April 2014
                                                                                                                                                              • Figure 131: Foxwoods Resort Casino usage or awareness, by demographics, April 2014
                                                                                                                                                            • Activities done
                                                                                                                                                              • 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
                                                                                                                                                              • Figure 134: The Venetian – Activities done – I have contacted/interacted with the brand online on social media, by demographics, April 2014
                                                                                                                                                              • Figure 135: The Venetian – Activities done – I follow/like the brand on social media, by demographics, April 2014
                                                                                                                                                              • Figure 136: The Venetian – Activities done – I have researched the brand on social media, by demographics, April 2014
                                                                                                                                                              • 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
                                                                                                                                                              • 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
                                                                                                                                                              • Figure 139: Caesars Palace Hotel & Casino Las Vegas – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                                              • Figure 140: Caesars Palace Hotel & Casino Las Vegas – Activities done – I have researched the brand on social media, by demographics, April 2014
                                                                                                                                                              • 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
                                                                                                                                                              • 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
                                                                                                                                                              • Figure 143: MGM Grand Hotel & Casino Las Vegas – Activities done – I follow/like the brand on social media, by demographics, April 2014
                                                                                                                                                              • Figure 144: MGM Grand Hotel & Casino Las Vegas – Activities done –I have researched the brand on social media, by demographics, April 2014
                                                                                                                                                              • Figure 145: The Cosmopolitan Las Vegas – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                              • Figure 146: The Cosmopolitan Las Vegas – Activities done – I have contacted/interacted with the brand online on social media, by demographics, April 2014
                                                                                                                                                              • Figure 147: The Cosmopolitan Las Vegas – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                                              • Figure 148: The Cosmopolitan Las Vegas – Activities done – I have researched the brand on social media, by demographics, April 2014
                                                                                                                                                              • 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
                                                                                                                                                              • Figure 151: Foxwoods Resort Casino – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Boyd Gaming Corporation
                                                                                                                                                            • Caesars Entertainment
                                                                                                                                                            • Harrah's Entertainment Inc.
                                                                                                                                                            • Las Vegas Sands Inc.
                                                                                                                                                            • Metro-Goldwyn-Mayer Inc.
                                                                                                                                                            • MGM Mirage
                                                                                                                                                            • Penn National Gaming, Inc.
                                                                                                                                                            • Pinnacle Entertainment Inc.
                                                                                                                                                            • Planet Hollywood
                                                                                                                                                            • Starwood Hotels & Resorts Worldwide, Inc.
                                                                                                                                                            • Texas Pacific Group
                                                                                                                                                            • Wynn Resorts Limited

                                                                                                                                                            Casino and Casino-style Gambling - US - June 2014

                                                                                                                                                            US $3,995.00 (Excl.Tax)