Anthony F. Lucas

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Professor, Hospitality

Expertise: Casino marketing, Casino management, Business operations analysis, Slot operations

Biography

Anthony F. Lucas is a professor in UNLV’s William F. Harrah College of Hospitality, where he has developed award-winning research on the business aspects of the global gaming industry.

Lucas has worked extensively on the development of statistical models to better understand the effects of various casino marketing and operations-related variables on hotel-casino performance measures. He also developed several performance-potential models to explain the variation in individual slot machine performance. He has previously worked in areas of financial and operations analysis for Harvey’s Resort Hotel Casino, Harrah’s, MGM Grand, and the Palace Station Hotel Casino.

Lucas has published numerous articles in professional journals, including Cornell Quarterly and the Journal of Hospitality and Tourism Research. He has received awards for his research in the area of casino management, including the 2002 Best Article Award from Cornell Quarterly, CHRIE’s Wiley Research Award, and UNLV’s Boyd Research Award. Lucas co-authored Introduction to Casino Management, Principles of Casino Marketing, and Casino Operations Management, which are three of the most widely adopted textbooks in the field.

Education

B.S., Accounting, Ball State University
M.B.A., University of Nevada, Las Vegas
Ph.D., Hotel Administration, University of Nevada, Las Vegas

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Anthony F. Lucas In The News

UNLV study questions efficacy of free-play incentives in casino industry

Yogonet Gaming News

According to a new study from the University of Las Vegas, Nevada, free-play campaigns – or gambling money on the house – have become the dominant play incentive in the gaming industry, where the most money is spent to get players in the door and keep them coming back for more. However, the research suggests their effectiveness may be on the decline within certain groups of players.

UNLV Study: Free-Play Is Not as Effective as It Used to Be

Gambling News

A new study by a University of Nevada, Las Vegas (UNLV) researcher suggests that free-play gambling incentives may not be as effective as they used to be. According to researcher Anthony Lucas, the effectiveness of such promotions is gradually decreasing among certain players.

UNLV study reveals limited impact of casino free-play promotions

Gambling Insider

A recent study conducted by Anthony Lucas, a researcher at the University of Nevada, Las Vegas (UNLV), indicates that the effectiveness of casino free-play promotions may be decreasing among certain player groups.

Study: The Diminishing Impact of Casino Free-Play Promotions

Free-play campaigns – or gambling money on the house – have gotten big. They are the dominant play incentive in the gaming industry, where the most money is spent to get players in the door and keep them coming back for more. But new research suggests their effectiveness may be on the decline within certain groups of players.