This article, "Impacts of Increased Free-play on Casino Revenue and Visitation," by Anthony F. Lucas (Hospitality), seeks to measure the effect of increased promotional incentives on casino revenue and visitation frequency. Published in the Journal of Gaming Business and Economics, the research represents the first longitudinal study to experimentally examine the effects of increases in free-play offers on revenue and visitation data, in a within-subjects design. A preponderance of results indicated that considerable increases in free-play awards failed to produce significant changes in both the player’s own-money losses and visitation frequency.