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Casino Market Research
Transcript of Casino Market Research
in the U.S. market
Made by Anna Artsibasheva and Henrik Blomqvist
Table of contents
Regulation and laws
Native American gaming
Entry / exit barriers
Hotel and casino buildings
Spectrum of goods
electronic gaming machines
random ticket games
food and beverage serving
Price elasticity of demand:
close to 1
Income elasticity of demand: from 1.4 to 1.9
in short run - inelastic
in long run - unit elasticity
Substitutes and complementary goods
online gaming, lotteries, betting, etc.
sightseeing, theater, cinema, etc.
food and beverage sales, spa, hotel operations, etc.
affecting neighboring business
contributing to tax system
R&D and Technology
Computer-based table games
Vertical / horizontal differentiation
2nd-degree price discrimination:
minimum buy-in and stakes
Bellagio Bobby's room
2$ minimum bet tables
(20$, 50$, 100$ minimum buy-in)
(food&beverage serving + gaming)
2 casino strategies:
Pricing strategy --> vertical
(reducing costs, lower quality)
Differentiation strategy --> horizontal
(creating distinct image, luxury services)
Due to very saturated market:
Creating a distinct image
Emotional connection with customer
Typical type of advertising for upscale market casinos
Advertising in movies:
Caesars Palace in Hangover movie
Using the image of the movie:
"Hangover" slot machines in 37 main casinos of Las Vegas
Advertising in the magazines for an upscale market
The shrinking Atlantic city
The growing markets in Pennsylvania & Delaware
Competition good for revenues?
Regulations / Laws
Complicated system of federal laws
The tribal casino issue
Thank you for your attention!
Differentiated products (566 casinos)
Large number of companies (70+ companies only in US)
No business controls the market power (top 3 companies: Las Vegas Sands, Wynn resorts, IGT)