Description

Stay ahead of the curve and future-proof your business with Mintel’s US Casinos and Casino-Style Gambling Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviors affecting your industry. Get a 360° view of the US Casino industry including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics.

Key Topics Covered in this Report

  • Who are casino gamblers and what games they play.
  • How best to market to various video gaming player segments in a landscape with increased iGaming.
  • What draws consumers to and repels them from casinos.
  • How the casino vacation fits into the larger gambling picture.
  • Ways in which casinos can be more than just gambling to consumers.

Current US Casino Market Overview

Casinos have more than recovered from the COVID-19 pandemic and the US casino industry market size is estimated to reach $134.1 billion in 2023. Mintel predicts that the casinos’ earning potential will be limited by economic uncertainty in the next few years, but healthy market growth will return from 2026 onwards, as consumer purchasing power increases.

  • US Casino Market Share: MGM Resorts is the largest casino in the US by revenue.

US Casino Industry Trends: What consumers want and why

A less intimidating atmosphere

Casino visitation remains strong, 59% of US consumers intend to visit a casino in the next year. On the whole, the biggest barrier to visiting a casino for most consumers is losing money, however this isn’t as big an issue for men under 55. Furthermore, men under 35 are almost as likely to keep away from a casino due to its atmosphere. Casinos need to tone down the intense atmosphere to avoid ceding ground to the online gambling market.

Connection and a viable third space

Casinos have always been about gambling first, however 75% of US gamblers agree that casinos can be fun even if you don’t gamble. By emphasizing how a casino can be not just a place to gamble but for entertainment and socializing can address the increased need to connect that consumers have post-pandemic.

Leading US Casino Brands Covered in this Report

This report covers the US casino industry and examines and analyses the key players in the market including MGM Resorts, Caesars Entertainment, Wynn Resorts, Golden Nugget, Penn Entertainment, and more.

Purchase our full US Casinos and Casino-Style Gambling Market Report 2023 to discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Specialist Analysis from an Industry Expert

This report, written by Mike Gallinari, a leading travel and leisure analyst, delivers in-depth commentary and analysis to highlight current trends in the US casinos market and add expert context to the numbers.

Casinos present themselves in a certain way to consumers, and this kinetic atmosphere has worked for them to date. It still will work for them – as record revenues can attest – but casinos can bring more value to consumers. By bringing their vibe, offerings and messaging more in line with modern sensibilities, casinos can be an attractive outlet for both gambling and socializing.

Mike Gallinari, Travel & Leisure AnalystMike Gallinari
Senior Travel & Leisure Analyst

 

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top Takeaways
                • Consumer trends
                  • Casino popularity remains on track
                    • Figure 1: Betting history, last 12 months, 2023
                  • Consumers want more from their rewards programs
                    • Figure 2: Attitudes toward casino loyalty, 2023
                  • Endorsements can be controversial
                    • Figure 3: Attitudes toward casino endorsements, 2023
                  • Competitive strategies
                    • Loyalty programs in the weeds can look to other industries for inspiration
                      • Tech trends point toward making the floor a destination
                        • Activating the video game to casino game pipeline
                          • Market predictions
                            • Figure 4: Total US consumer spending and fanchart forecast for casino gambling, at current prices, 2018-28
                            • Figure 5: Casinos and casino-style gambling outlook, 2023-28
                          • Opportunities
                            • Young women are an underserved demographic
                              • Figure 6: Casino betting and interest, by gender and age group, 2023
                            • Young men seek a less intense gambling atmosphere
                              • Figure 7: Barriers to casino visitation, by gender and age group, 2023
                            • Casinos can be a third space
                              • Figure 8: Casino draws, by gender and age group, 2023
                          • Market Size and Forecast

                            • Revenue is strong and poised for growth
                              • Figure 9: Total US consumer spending and fan chart forecast for casino gambling, at current prices, 2018-28
                              • Figure 10: Total US consumer spending and forecast for casino gambling, at inflation-adjusted prices, 2018-28
                          • Market Drivers

                            • Las Vegas remains the leader in casinos
                              • Figure 11: Locations gambled in, last 12 months, 2023
                            • Inflation can’t keep the industry down
                              • Figure 12: Consumer Price Index change from previous period, 2007-2023
                            • Labor shortages can change the casino landscape
                              • Figure 13: Unemployment and underemployment, 2010-2023
                            • Online gambling expansion stalls, casinos maintain the advantage for now
                            • Key Players

                              • MGM Resorts International
                                • Bally’s Corporation
                                  • Caesars Entertainment
                                    • Penn Entertainment
                                      • Figure 14: Casino annual revenues, by company, 2020-22
                                  • Competitive Strategies and Market Opportunites

                                    • Analysis of Casino digital advertising strategies
                                      • Poor performance of desktop display ads should drive casinos to mobile
                                        • Figure 15: Spend and impression share of casino brand website ads, by platform and format, 2023
                                      • Social success stems from a decentralized approach
                                        • Figure 16: Spend and impression share of casino brand social ads, by platform, 2023
                                        • Figure 17: Harrah’s Facebook ad, 2023
                                      • Activating mobile gamers for casino visits
                                        • Video Gaming Segments
                                          • Target audience: Primary Competitors
                                            • Secondary audience: Primary Explorers
                                              • Figure 18: Monthly spending on mobile games, by gamer segment, 2022
                                              • Figure 19: Spending on mobile gaming content – Interest or participation, by mobile gamer segment, 2022
                                              • Figure 20: Favorite game genres, by gamer segment, 2021
                                            • “Cannabis casino” offers hints of near-future gambler behavior
                                              • Sports betting can be the access point for social gambling
                                                • Figure 21: Desert Diamond Casinos promotes social aspect of sports betting, 2022
                                              • Tech trends point toward making the floor a destination
                                                • Figure 22: Unicoaster Roulette promo video, 2022
                                            • The Casino Gambling Consumer – Fast Facts

                                              • How popular is casino gambling?
                                                • What brings people to casinos?
                                                  • What keeps people away?
                                                    • What are successful casino brands doing?
                                                      • What kind of people vacation at casino hotels?
                                                        • How loyal are gamblers to a particular casino?
                                                          • Do endorsements help bring people to casinos?
                                                            • Are casinos a viable “third space”?
                                                            • Casino Betting History & Interest

                                                              • Casinos remain the most popular, sports betting is not far behind
                                                                • Figure 23: Betting history, last 12 months, 2023
                                                                • Figure 24: Betting history, by count of types of betting history, 2023
                                                              • A friendlier floor can turn interest into action
                                                                • Figure 25: Casino visitation intent, 2023
                                                                • Figure 26: Casino betting history and future interest – Select items, 2023
                                                              • Target younger consumers to activate current interest
                                                                • Figure 27: Casino betting and interest, by gender and age group, 2023
                                                                • Figure 28: Casino betting and interest, by race and Hispanic origin, 2023
                                                                • Figure 29: Casino betting and interest, by HHI, 2023
                                                            • Casino Draws

                                                              • Gamblers show up for fun on-site
                                                                • Figure 30: Casino draws, 2023
                                                              • Provide social outlets for younger gamblers
                                                                • Figure 31: Casino draws, by gender and age group, 2023
                                                              • The suit that Black and Hispanic gamblers like most? Club
                                                                • Figure 32: Casino draws, by race and Hispanic origin, 2023
                                                              • Casino hoteliers need to go all-out to attract higher-HHI gamblers
                                                                • Figure 33: Casino draws, by HHI, 2023
                                                            • Barriers to Visitation

                                                              • Drive greater value perceptions around casino visits
                                                                • Figure 34: Barriers to casino visitation, by casino bettors and visitation intent, 2023
                                                              • A less intense atmosphere can attract young male gamblers
                                                                • Figure 35: Barriers to casino visitation, by gender and age group, 2023
                                                              • Casino atmosphere needs to evolve with changing gambler demographics
                                                                • Figure 36: Barriers to casino visitation – Atmosphere, by race and Hispanic origin, 2023
                                                              • Changes in setting can improve the mood of gamblers of all HHI levels
                                                                • Figure 37: Barriers to casino visitation, by HHI, 2023
                                                            • Casino Brand Perception

                                                              • Casinos brands are generally popular when known
                                                                • Figure 38: Casino brand opinions, 2023
                                                              • Young women lack awareness of casino brands, targeting efforts needed
                                                                • Figure 39: Casino brand opinions, by gender and age group, 2023
                                                              • Ameristar should lean into social spaces (and others should take cues)
                                                                • Figure 40: Casino brand opinions, by casino draws, 2023
                                                            • Casino Vacations

                                                              • Casino hotels need to emphasize more than proximity to gambling
                                                                • Figure 41: Preferred casino hotel features, by casino betting history, 2023
                                                              • Younger consumers open to casino hotels under the right circumstances
                                                                • Figure 42: Preferred casino hotel features – Select items, by gender and age, 2023
                                                              • Loyalty matters for Black and Hispanic consumers
                                                                • Figure 43: Preferred casino hotel features – Select items, by race and Hispanic origin, 2023
                                                              • Casino hotels should take cues from luxury accommodations
                                                                • Figure 44: Preferred casino hotel features – Select items, by HHI, 2023
                                                              • Emphasize casino hotel value to compete with other destinations
                                                                • Figure 45: Attitudes toward casino vacations, 2023
                                                              • Advertise dining options to young, free-agent travelers
                                                                • Figure 46: Attitudes toward casino vacations, by gender and age group, 2023
                                                            • Attitudes toward Casino Loyalty

                                                              • Casinos should look to other industries for loyalty inspiration
                                                                • Figure 47: Attitudes toward casino loyalty, 2023
                                                              • Partnered shopping can bring in younger, loyal gamblers
                                                                • Figure 48: Attitudes toward casino loyalty, by gender and age group, 2023
                                                              • Hispanics are looking for a gambling go-to
                                                                • Figure 49: Attitudes toward casino loyalty, by race and Hispanic origin, 2023
                                                              • Wealthier gamblers can afford to be fickle
                                                                • Figure 50: Attitudes toward casino loyalty, by HHI, 2023
                                                            • Attitudes toward Endorsements

                                                              • Gamblers prefer IP over personage
                                                                • Figure 51: Attitudes toward casino endorsements, 2023
                                                                • Figure 52: Twitter reactions to Henrik Lundqvist/Caesar’s Sportsbook partnership, 2022-23
                                                              • Younger gamblers are more open to endorsements
                                                                • Figure 53: Attitudes toward casino endorsements, by gender and age group, 2023
                                                              • Consider Hispanic appeal when leveraging star power
                                                                • Figure 54: Attitudes toward casino endorsements, by race and Hispanic origin, 2023
                                                              • Appealing to higher HHIs can be a real racquet
                                                                • Figure 55: Attitudes toward casino endorsements, by HHI, 2023
                                                            • Attitudes toward Casino Socializing

                                                              • Casinos can be a third space in society
                                                                • Figure 56: Attitudes toward casino socializing, 2023
                                                              • Fandom can attract young people to the casino
                                                                • Figure 57: Attitudes toward casino socializing, by gender and age group, 2023
                                                              • Personae are popular among Black and Hispanic gamblers, as well
                                                                • Figure 58: Attitudes toward casino socializing, by race and Hispanic origin, 2023
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Forecast
                                                                  • Consumer survey data
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                      • Appendix – The Market

                                                                          • Figure 59: Total US consumer spending and forecast for casino gambling, at current prices, 2018-28
                                                                          • Figure 60: Total online ad spending, by casino brand, 2023
                                                                      • Appendix – The Consumer

                                                                          • Figure 61: Count of types of betting history, by gender and age group, 2023
                                                                          • Figure 62: Casino draws, by casino visitation intent, 2023

                                                                      About the report

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