Guest Retention for Casinos: An Analysis of Online versus In-Person Gambling

Over time, technological advancements have led to a shift from physical gambling to online platforms. While physical casinos thrive, the escalating popularity of online gambling poses a challenge to customer retention. This study explores the impact of online gambling on casino resorts and devising strategies for market survival. Through qualitative interviews with casino managers and directors of sales and marketing in the United States, the study aims to elucidate the implications of online gambling platforms, reasons for choosing casinos, and operational adjustments for effective competition. This study can contribute valuable insights for casino managers by analyzing guest motivations for gambling, learning more about online gambling, and potential marketing strategies for in-person casinos. Moreover, casino managers can potentially use the study’s findings to implement effective strategies that increase guest retention and attract new visitors to their casinos.