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Abstract

Casino operators employ a variety of promotions such as play incentives, retail gifts and invitational events to stimulate casino visits and gaming volumes. Despite the wide use of promotions, there have been very few studies that assess the effect of casino promotions on gaming. However, concern has grown among researchers and managers regarding the cost effectiveness and profitability of casino promotions. This paper proposes a model for examining the effects of casino promotions on gaming volumes. The proposed model can be used by casino managers to identify promotions that affect gaming volumes and to guide development of successful casino promotions.

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Examining the Effects of Casino Promotions on Gaming Volumes

Casino operators employ a variety of promotions such as play incentives, retail gifts and invitational events to stimulate casino visits and gaming volumes. Despite the wide use of promotions, there have been very few studies that assess the effect of casino promotions on gaming. However, concern has grown among researchers and managers regarding the cost effectiveness and profitability of casino promotions. This paper proposes a model for examining the effects of casino promotions on gaming volumes. The proposed model can be used by casino managers to identify promotions that affect gaming volumes and to guide development of successful casino promotions.