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This paper aims to, considering the potential to generate additional revenue from cross-gamers, identify variables predicting predominant slot-players’ propensity to play table games, as well as predominant table-game players’ propensity to play slots (cross-game play). Casino marketers often promote cross-game play through game lessons and coupons for game trial.

Logistic regression analysis was performed on the player data provided by a destination hotel casino on the Las Vegas Strip. Furthermore, the authors described how to estimate propensity scores, the probability of cross-game play, at the individual level, using a logistic regression equation.

Comparisons of cross-gamers versus non cross-gamers indicated that the amount of play and gaming values of cross-gamers were much higher than those of slot-only players. The results of a logistic regression analysis show that a player’s cross-gaming propensity can be predicted using gaming-related behavioral data. More specifically, cross-gaming propensities were associated with the frequency and recency of casino trips, the amount of money won or lost in gaming, player values to the casino, the duration of play and the length of a customer–casino relationship.

It is recommended that future research apply the model tested herein to other samples and investigate other predictor variables to develop a better predictive model for cross-game play.

The findings and the model introduced herein could help casino marketers identify players with cross-gaming propensity and develop more targeted strategies for customer-relationship management and database marketing.

This study is the first attempt to estimate the cross-gaming propensity at the individual level and offers detailed guidance on how to use the propensity scores for targeting specific customers.

The purpose of this paper is twofold: first, to examine the roles of five drivers of service quality (tangibles, reliability, responsiveness, assurance, and empathy) and perceived winning in the gaming behavior of table game players; and second, to test the moderating effects of table game players' demographic and situational factors (gender, education level, parenting status, and proximity to a casino).

A review of the current literature in the above‐mentioned areas revealed 13 theoretical hypotheses, from which the authors derived a structural model. The model was tested utilizing data collected from 383 US casino patrons that primarily played table games during visits to casinos. Confirmatory factor analysis and structural equation modeling were utilized to test the proposed theoretical relationships.

The results indicate that various dimensions of perceived service quality (including tangibles, responsiveness, assurance, and empathy) in casinos, as well as casino patrons' perceived winning have considerable influence on their satisfaction. Brand affect and game spending were found to be influenced by the patron satisfaction with table games. The relationship between perceived empathy and table game satisfaction was stronger for females than for males; the relationship between perceived winning and table game satisfaction was stronger for those with lower levels of formal education; and the relationship between table game satisfaction and game spending was stronger for table game players without children and for those residing near a casino.

This study provides an empirical analysis of the effects of perceived service quality at table games and perceived winning on table game players' satisfaction, brand affect, and game spending. The results of this study may be utilized to aid casino operators to better tailor their marketing efforts and improve returns on investments.

Slot machines and other machine gaming generate between 65 percent and 90 percent of a US casino's revenue. This article aims to examine the motivations, behaviors, and preferences of slot machine customers, and to develop market segments.

The study's objectives include: understanding the demographic, gambling motivation, and gambling behavioral characteristics of slot machine players; identifying important reasons for choosing one slot machine game over another; examining player attitudes and behaviors pertaining to progressive machines; and investigating player desire for theme‐based games. This was accomplished through an online survey of slot machine players.

Profiles of slot machine players are developed and the slot players are segmented into four clusters that explain motivations and game preferences.

This article fills in some of the gaps in understanding the gambling behavior of slot players. This study can help gaming machine manufacturers design new products and features to serve existing machine gaming customers and to attract new customers. Casino and other gaming operators can use this information not only to select the right types of machines to provide on‐site, but also to develop advertising and promotions to attract and retain new and existing customers for slot machines and other types of gaming machines.

This is the first published study that segments slot machine players from a marketing perspective and identifies their preferences, behaviors, and demographic groupings.

This paper aims to investigate customers' perceptions of four service quality aspects – service environment, service delivery, game service, and food service – in the casino setting among Chinese players.

The study examined the proposed model through a 2(gambler type: leisure versus hardcore)×2(gender: male versus female) multivariate analysis of variance of the four casino service quality aspects.

Based on a sample of leisure and hardcore casino players, the results show significant differences between the two types of patrons on the four casino service dimensions. In addition, significant gender‐by‐player interaction is revealed.

This study sheds new light on the understanding of the direct and moderating roles of gender and type of casino players on service evaluation in the literature. The research findings should be interpreted with caution as the results are derived from a Vegas‐like casino in Macau among a mass‐market Chinese casino clientele.

The findings extend service research by illuminating perceptual differences in different casino service quality dimensions in the Asian leisure milieu. Casino operators should take customers' gender and player type into account and design service offerings that are more attractive to female and leisure consumers, as they represent a large potential casino clientele.

The findings extend the customer contact model and further the understanding in regard to the service quality perception in the burgeoning casino gambling industry in the Far East.

Over the past several years, the term “Player Reinvestment” been used more frequently when describing the money and effort casinos expend in retaining profitable gaming customers. Most often, player reinvestment refers to the suite of benefits and offers that casinos give to various segments of their databases. The purpose of this paper is to examine the concept of player reinvestment.

The paper draws on the author's experience in the gaming industry as well as studies that have been done by his organization, Gaming Market Advisors.

This paper provides definitions for the components that make up player reinvestment, and how casinos measure those costs and the benefits that these investments contribute to their revenue streams. Further, the paper shows the range of expenditures that casinos in the US gaming market expend on fostering customer loyalty.

This paper is written by a gaming industry executive for gaming industry managers. It contains conceptual as well as specific information on how to manage a player reinvestment program.

The player clubs in casinos have to be looked at as an investment to bring existing players back to the casino. This paper explains the concept of player reinvestment, an emerging practice in casino management.

This paper seeks first to build up a game‐theoretic model of the interactions of two agents ‐ a husband and a wife ‐ in a short story about sincere selection of a strategy of self‐sacrifice, and then to find out a solution of the model. This formal model as well as informal analysis is employed to argue that the conventional virtue of everybody's choice of a strategy of sacrifice for others in a group, especially when these strategies are uncoordinated, may ultimately lead to social vice, i.e. irrational behaviour and attempts at rationalization of it by all.

This study aims to examine Millennials and generational differences in online gambling activity by comparing online gambling behavior across four different generations: Silent Generation, Baby Boomers, Gen Xers and Millennials.

The sample comprised tracked gambling data at the individual player level provided by an online casino accepting real money wagers in a major US gambling market. Attributes of gambling behavior were examined and compared across different generations using Kruskal–Wallis test and pairwise comparisons.

Generational differences were observed in 13 of the 16 behavioral variables. Millennials spent the least amount of time on gambling and exhibited the lowest scores on the number of days for slot gambling, trip length and trip frequency among all generations. However, their average table gaming volume per play day was greater than those of other generations.

The results of this study provide a better understanding of the generational differences in online gambling behavior. They also help casino operators and gaming machine manufacturers develop casino games and products that can appeal to different generational groups in the online gambling market.

Despite the on-going industry discussion about Millennials and their potential influence on the online gambling market, there appears to be a paucity of empirical research on the online gambling behavior of the Millennial generation. This study fills that gap in empirical evidence, addressing generational differences in online gambling.

Playing video gaming is one of the most popular forms of leisure activities. This study looks into a specific video game genre, under the category of Multiplayer Online Battle Arena (MOBA) games. The purpose of this research is to investigate the factors that lead to the consumption of MOBA games. Three factors, imaginal, emotional and sensory experiences, are investigated through an integration of the hedonic consumption model, Technology Acceptance Model (TAM) and Uses and Gratification Theory (UGT).

The study analyses a sample of 292 MOBA game players using the PLS-SEM model. The study comprises two stages; in the first stage, an estimation model was used to test the constructs' quality and legitimacy. In the second stage, we assessed the theoretical model to test the relationship between the principle constructs.

The study found that factors related to emotional experiences, namely enjoyment, emotional involvement, and arousal, led to greater intention to play MOBA games. Similarly, two factors related to imaginal experiences, escapism and role projection, also positively impacted while fantasy carried a negative impact. The study also found that sensory experiences had a significant positive impact on the intention to play MOBA games. Lastly, a positive correlation was also found between the intention to use and usage behavior in MOBA games.

This study contributes to the theoretical understanding of the playful-consumption experiences of pleasure-oriented information systems (I.S.) that is MOBA games that derive behavioral intention to play MOBA games, which in turn determines the usage behavior of MOBA players. The study also incorporates the uses and gratification theory to uncover the needs and experiences that trigger MOBA games' behavioral intention and its further impact on gamers' usage behavior. The study also presents useful insights for game developers and other relevant stakeholders in game development.

Building and maintaining service quality is one means of retaining customers and thus establishing competitive advantage in the casino industry. The current study aims to investigate the relationship between casino service quality, player segments and customer loyalty in an Asian casino.

The research involves the conduct of focus group interviews with different segments of gamblers.

The interview findings indicate that players at different segments have distinct perceptions of service quality. Operationalising service quality into five dimensions, this study has shown that various dimensions of service quality have differing effects on customer loyalty, and the level of loyalty varies across different segments.

It is insufficient to view service quality as the customer's judgement about an entity's overall excellence or superiority as has been defined in the services literature. Differing perceptions and attitudes arise with customers of different segments and are resultant from the variety of service encounters that a customer experiences. To obtain positive customer perceptions towards the organisation's service quality, it is advisable to manage each service encounter closely and to develop service encounters nuanced to the expectations of different segments.

This is the first study to incorporate customer pyramid segmentation approach into the analysis of the relationship between service quality and customer loyalty. It provides insights into the relationship between service quality, customer segments and customer loyalty through interviewing casino customers of different segments based on customers' services preferences and the card segmentation system employed by the survey casino

The study aims to integrate the insights gained from the gambling industry into a value creation conceptual framework for analyzing the influence of digital technology application. Both primary and secondary data from industry practitioners are examined and discussed.

In-depth interviews covering top management from six major casinos in Macau were conducted with industry experts, who provided the pioneering feedback on digitalization technology implemented with examples from major casino cities, including Macau, Las Vegas, Monte Carlo, Singapore, Seoul and some others.

The study provides an overview of the current status of the application of digital technology in the gambling industry and the level of the feasibility, practicability and profitability of this development on the casino floor. Digital technologies are found to augment the gambling industry in aspects of the product, service and operational structure. Research also discovers that benefits and values gained by the casino can be categorized in three dimensions: (1) value perceived by the customer, (2) value obtained from the customer and (3) value gained by the firm.

The research serves as a reference for Macau policymakers regarding regulations on emerging digital technologies in the gambling industry, as well as for casino management seeking to understand new potential business opportunities and future developments in digitalization.