Estimating the Short-Term Effect of Free-Play Offers in a Las Vegas Hotel Casino

Lucas, Anthony F.; Dunn, William T.; Singh, Ashok K.

doi:10.1300/j073v18n02_05

Cited by 31 publications

(60 citation statements)

References 21 publications

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“…Such systems operate commonly in casinos and offer: higher tier patrons additional benefits not available to other patrons; access to more exclusive offers; better quality amenities; greater staff attention; and, superior food and beverage services (Min, Raab, & Tanford, 2016;Shi, & Prentice, & He, 2014;Sui & Baloglu, 2003). The principal aim of these programs is to attract and maintain high value customers and establish trust and loyalty so that these people return to the same venue (Baloglu, Zhong, & Tanford, 2017;Lucas & Bowen, 2002;Lucas, Dunn, & Singh, 2005;Palmer & Mahoney, 2005).…”

Section: Introductionmentioning

confidence: 99%

The prevalence of loyalty program use and its association with higher risk gambling in Australia

Delfabbro

King

2021

JBA

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Background and aimsLoyalty programs are implemented widely by gambling operators to provide customers with additional prizes and benefits for consistent patronage. The aim of this paper was to examine whether loyalty programs were more commonly reported by higher risk gamblers in large population studies conducted in Australia.MethodThis paper examines the prevalence of loyalty program use and the association with problem gambling in Australia using data from seven out of 13 public gambling prevalence surveys conducted over the last decade.ResultsEvidence drawn from six of these seven studies showed consistent positive association between loyalty card use and higher risk gambling in venue-based gamblers. At least 40% of problem gamblers reported loyalty card use compared with only around 10% of gamblers in general.DiscussionThese observations suggest that there is a need to conduct more focused investigations on the utilisation of loyalty programs by higher risk gamblers.ConclusionsIt will be important to examine whether loyalty programs encourage or extend gambling sessions, but also how they can be used to facilitate responsible gambling initiatives and inform further behavioural research.

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Section: Introductionmentioning

confidence: 99%

The prevalence of loyalty program use and its association with higher risk gambling in Australia

Delfabbro

King

2021

JBA

View full text Add to dashboard Cite

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“…Studies have includedf ocus groups with young people ( Korn, 2005a), self-reported impacts of advertising among problem gamblers (Binde, 2009;Boughton &Brewster, 2002;Grant & Kim, 2001)and measured self-reportedattitudeswithin the general population (Thomas, Lewis, McLeod, &Haycock, 2012). Research has examined the effects of gaming venue promotional incentives,such as freeand discounted play coupons and complimentary hotel accommodation, on aggregate daily gaming volumes (Lucas, 2004;Lucas &Bowen,2002;Lucas, Dunn,&Singh, 2005;Lucas &Santos, 2003;Suh, 2012;Tanford&Lucas, 2011), but with inconsistent findings across studies preventing firm conclusions (Suh, 2012). Binde's( 2007) review noted that studies have generally concluded that, although public concern about the nature and extent of gambling advertising exists,i ts impact on gambling consumption appears small compared to other influential factors.…”

Section: Introductionmentioning

confidence: 99%

Do advertising and promotions for online gambling increase gambling consumption? An exploratory study

Hing

Cherney

Blaszczynski

et al. 2014

International Gambling Studies

107

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It remains unclear if gambling advertising and promotion increase demand for, and consumption of, gambling, or only affect market share distributions without increasing total consumption. Although this has been investigated in relation to land-based gambling, studies have not examined how such marketing influences behavioural patterns of Internet gamblers. The aim of this study, therefore, was to explore ways in which advertising and promotion of Internet gambling may contribute to increased consumption of gambling. Qualitative interviews were conducted with 50 Internet gamblers drawn from the general population, and 31 treatment-seeking Internet gamblers. In-deptha nalysiso fi nterview transcripts revealed limited reported effectiveness of advertising and promotions in converting non-gamblers to Internet gamblers. However, general population gamblers reported occasionally gambling more than intended (increased consumption) in response to free bet and deposit offers. A proportion of treatment-seekers reported increased gambling, particularly associated with bonus offers that required matched deposits and gambling before any winnings could be collected. Advertisements and promotions invoked urges to gamble among treatment-seeking gamblers, and appeared to some participants to be designed to target individuals who had taken steps to limit or cease gambling. Findings provide preliminary evidence of Internet gambling promotional activities increasing overall consumption amongst asubgroup of gamblers.

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“…Whilst incentives may help attract new customers, it should be noted that they may not be creating frequent customers. Indeed, free-play offers (e.g., bonus offers) bring customers into a gambling venue, but fail to generate significant increases in volume of play (Lucas et al 2005 ). Having said that, given that online gambling is often framed as a risky form of gambling, in part due to the increased accessibility, whether operators should be allowed to offer incentives, especially amongst vulnerable population may be an important question which policy makers should address.…”

Section: Discussionmentioning

confidence: 99%

Why do young adults gamble online? A qualitative study of motivations to transition from social casino games to online gambling

Kim

Wohl

Gupta

et al. 2017

Asian J of Gambling Issues and Public Health

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The present research examined the mechanisms of initiating online gambling among young adults. Of particular interest was whether social casino gaming was noted as part of young adults’ experience with online gambling. This is because there is growing concern that social casino gaming may be a ‘gateway’ to online gambling. Three focus groups (N = 21) were conducted with young adult online gamblers from two large Canadian Universities. Participants noted the role of peer influence as well as incentives (e.g., sign up bonuses) as important factors that motivated them to start engaging in online gambling. Participants also noted a link between social casino games and online gambling. Specifically, several young adults reported migrating to online gambling within a relatively short period after engaging with social casino games. Potential mechanisms that may lead to the migration from social casino games to online gambling included the role of advertisements and the inflated pay out rates on these free to play gambling like games. The results suggest initiatives to prevent the development of disordered gambling should understand the potential of social casino gaming to act as a gateway to online gambling, especially amongst this vulnerable population.

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Estimating the Short-Term Effect of Free-Play Offers in a Las Vegas Hotel Casino

Cited by 31 publications

References 21 publications

The prevalence of loyalty program use and its association with higher risk gambling in Australia

The prevalence of loyalty program use and its association with higher risk gambling in Australia

Do advertising and promotions for online gambling increase gambling consumption? An exploratory study

Why do young adults gamble online? A qualitative study of motivations to transition from social casino games to online gambling

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