Las Vegas has always been a gambler's paradise, and it's likely to remain that way as long as planes full of visitors continue to land at Harry Reid International Airport. But does that mean Sin City is still the best bet for gamblers?

Las Vegas has always been a gambler’s paradise, and smart money says it will stay that way as long as planes full of visitors continue to land at Harry Reid International Airport. But does that mean Sin City is still a gambler’s best bet?

Despite the gambling industry’s near-religious reliance on free-play bonus offers, new evidence affirms that other factors like amenities and ambiance might be more important to customer retention in a retail casino environment. One recent study found that reducing or even eliminating free-play offers had little impact on retail gamblers’ behavior. A similar discussion is underway in the iGaming space, as online operators and their investors are increasingly concerned about whether they’re getting a return on their promotional investments. In both channels, experimentation and selective targeting of free play spending seem to be key, while traditional scattershot approaches may be a waste of money.

Free play has long been a staple of casino promotions. It’s not unusual to find patrons queued in long lines waiting to swipe loyalty cards at kiosks for the opportunity to add slot or table games credits to their accounts.

University of Las Vegas (UNLV) Hospitality Professor Anthony Lucas and Katherine A. Spilde, Ph.D. of San Diego State University have found that reducing free-play rewards had little impact on casino visitor numbers, or how much visitors spent gambling for real money. The authors explored their findings in the most recent edition of the UNLV Gaming Research & Review Journal.

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.

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.

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.