[ARTICLE] This study examines generational differences in marketing, gaming, and entertainment preferences within the competitive U.S. gambling industry, finding that younger cohorts favor social-based gambling and non-gaming offers, and recommends strategies to foster customer loyalty among younger patrons for long-term industry viability.

by Apostolos Ampountolas (ESSEC Business School), Mark Legg, Timothy Webb

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

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