UNLV Experts: Gaming Research Studies Free-Play Promotions

UNLV casino management researcher Anthony Lucas looks at the apparent diminishing returns between free-play offers and patronage behavior. A new study from Anthony Lucas, a researcher at UNLV’s Harrah College of Hospitality, found that reducing the amount of free-play resulted in minimal to no change in visitation or visit-level spend. “This work doesn’t show that free-play is bad,” he said. “More that it’s evolved into a place where it’s not achieving its stated aims, and I’m not so sure on the returns anymore. Casinos need to be asking ‘How can we do it differently? How can we do it better?’” More: https://www.unlv.edu/news/article/study-diminishing-impact-casino-free-play-promotions About UNLV Hospitality: https://unlv.edu/hospitality About UNLV Research: https://unlv.edu/research About UNLV: https://unlv.edu/