Last year set a record for commercial gaming revenues, with the American Gaming Association’s sig-nature research report, State of the States 2019, reporting that nationwide consumer spend on casino gaming hit $41.68 billion, the highest ever annual total. Alongside these record-setting revenues, we’re also seeing exponential growth in current and new markets, fueled in part by the U.S. Supreme Court ruling that expanded legal sports betting.
While this is all great news for the industry as a whole, as parcel and part to this growth, individual casinos are seeing a more intense competitive environment. New players and new jurisdictions are getting involved, making it imperative for casino hotel operators to develop strategies that at the very least maintain – and ideally increase – their market share and revenues. To accomplish these objectives, operators need to more accurately calculate player/guest value – identifying those guests who will have the greatest impact on their bottom line.