Facing Forward: What Casino Marketers Are Prioritizing for 2025

For casino marketers, the calendar never slows. Campaigns, promotions, digital strategy, loyalty engagement, and team coordination often compete for attention. That’s why taking time to connect, benchmark, and strategize is more valuable than ever.

In the latest Everi Innovations Loyalty 2.0 webinar series, Everi’s Vicki Griffin — self-described “recovering casino marketer”— brought industry professionals together for a candid discussion on marketing challenges, strategies, and growth priorities for 2025. Through live polling and real-time dialogue, the session captured what’s top-of-mind for marketing teams today and where they see the most opportunity tomorrow.

A Real-Time Pulse on the Casino Marketing Landscape

To kick off the session, Griffin polled attendees to understand their core roles. From senior leadership to promotions, database, IT, and player development, the call represented a strong cross-section of marketing operations. The mix reinforced a core theme: marketing today is more collaborative and multi-functional than ever. With that complexity comes a familiar set of hurdles.

When asked about their biggest marketing challenges, responses centered around staffing shortages, shifting customer targets, and decreased tourism. Unsurprisingly, many echoed what the American Gaming Association reported in its 2024 State of the Industry briefing—where 63% of marketers cited customer acquisition as a top concern, followed closely by 55% who are focused on improving digital engagement.

“The moving target sentiment really stood out,” said Griffin. “We all feel it—the strategy changes daily. But that’s why benchmarking and collaboration matter. These sessions are here to keep us grounded and supported.”

What’s Driving Foot Traffic?

Next, the group was asked: What marketing efforts are driving the most traffic? The top three answers:

• Gaming offers

• Gift giveaways

• Loyalty promotions

These results aligned with a recent whitepaper from Casino Special Event Strategists, which cited a 30% increase in traffic tied to revamped loyalty strategies and tiered event designs. “It’s clear that loyalty still moves the needle,” Griffin said. “But how we deliver those rewards—especially through personalization and timing—is evolving quickly.”

Measuring ROI: A Work in Progress

A recurring concern from the group was the struggle to tie marketing spend directly to revenue. When asked how confident they were in measuring ROI, most respondents described themselves as only somewhat confident.

According to a Nelson study cited in the session, 61% of casino marketers share this same concern, especially with digital ads and broader brand campaigns. “You’re not alone,” Griffin reassured. “This is one of the biggest gaps in our industry—and one of the most valuable conversations we need to keep having.”

Expect future sessions to explore tools, strategies, and methods to better connect marketing activity with financial performance.

Digital Marketing: From Optional to Essential

When asked how important digital marketing—social, SEO, online ads—is to their success in 2025, a strong 78% called it “extremely important.”

This shift reflects broader industry trends. Casinos, once cautious adopters, are now accelerating digital investments to meet players where they are: online and on mobile. “We’re not in 2005 anymore,” said Griffin. “Digital is no longer a secondary channel. It’s your first impression.”

Growth Priorities: Loyalty, Mobile, Experience

When asked where they see the most growth in 2025, marketers pointed to three key areas:

• Expanding loyalty program reach

• Enhancing mobile and digital channels

• Improving overall guest experience

These priorities match up with recent data from GGB Magazine and LT Agency, which both emphasize the widening gap between player expectations and current casino digital capabilities. The consensus: closing that gap is key to driving deeper engagement and retention.

What’s Next: AI, Predictive Analytics, and Smarter Spend

Emerging tech also generated buzz. Many attendees ranked AI and predictive analytics as the most exciting developments on the horizon. Griffin noted the growing role these tools will play in campaign optimization, personalized offers, and resource allocation.

“AI isn’t just hype,” she said. “It’s already helping teams write better copy, segment smarter, and think more strategically. As tools become more accessible, marketing leaders will use them to unlock real efficiency and insights.”

Final Thought: Build Your Benchmarks

The session wrapped with a call to action: lean into your network, explore tools, and benchmark frequently. Griffin encouraged marketers to use resources like Everi University, G2E sessions, and peer groups to stay connected, validated, and informed.

“There’s no one-size-fits-all in casino marketing,” she said. “But when we share what’s working — and where we’re struggling — we all move forward faster.”

Want to learn more about how Everi’s products and services can assist with the challenges and priorities casino, hospitality, and sports and entertainment operators are facing today? 

Please reach out to an Everi Sales Representative for more information as we would be happy to start the dialogue — from loyalty strategy, payments, RegTech, mobile adoption, and to building out your benchmarks.