Benefit segmentation of slot players

Chen-Wei David Wang, University of Nevada, Las Vegas


The importance of slot machines to casinos is ever increasing. It is important for marketers to understand this growing market. The benefit segmentation of the slot players could help marketers use the resources to target the slot market efficiently and effectively; This study explored the benefits sought by the slot players from playing slot machines. The author researched twelve benefits sought by slot players. The findings provide useful implications for casino marketers and identify areas for future research.