The Casino Experience Gap: Shifts in Player Expectations & Operators’ Priorities
The Experience Gap
It’s no secret that the casino business is more competitive and fluid than ever before. Player preferences and expectations are evolving faster than operator investments — and the gap between what players want and what many casinos prioritize isn’t always aligned.
The result is what we’re calling “The Experience Gap.” And in 2025, this gap isn’t just about preferences. It’s about performance.
Key findings include:
45% of players now spend more than a quarter of their visit on non-gaming activities — nearly twice as high as last year.
91% of players visit casinos with others
67% of players limit their play because of cost-of-living pressures
79%
of players say that a strong customer experience can help a smaller casino win their business over a larger one.
What We’ll Cover in the Report
Our team fielded a U.S. national research study of 703 players and 66 casino executives, the report seeks to analyze casino player preferences, particularly the growing role of non-gaming experiences and digital touchpoints across the guest journey. Other areas we explore include:
Non-gaming is taking more of players’ time.
Players want digital tools that enhance experience, but adoption lags.
Loyalty is being redefined. Transactional perks aren’t enough.
Operators are adapting marketing priorities, but are taking a wait-and-see approach with AI.
Overall experience makes all the difference.
Economic Pressures Are Changing Casino Habits Across Generations.
Operators are Prioritizing Investment in Digital Tools
In today’s experience economy, casinos aren’t just being compared to each other. They’re being compared to Airbnb for bookings, Starbucks for convenience and Delta for digital travel tools.
Digital tools are no longer a bonus. But many casinos are still playing catch-up with digital adoption.
76% of operators plan to increase their digital platform budgets in the next 2 years
70% say the website, player portal, or app will be a top area of investment
83% believe digital tools can improve operational efficiency as well as player satisfaction
If you would like our expert takeaways based on our latest research, check out our webinar hosted in partnership with our friends at Tribal Gaming & Hospitality Magazine. The session explores how preferences around non-gaming, digital experiences, and loyalty are shifting — and where the biggest opportunities lie for operators ready to close the gap. Our panelists include:
Tara Fisher - Chief Information Officer at Isleta Resort & Casino
John Tuckwin - Director of Casino Marketing at Prairie Band Casino & Resort
Suzanne Trout - Executive Vice President and Chief Marketing Officer at Cordish Gaming
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