Award Date


Degree Type

Professional Paper

Degree Name

Master of Science in Hotel Administration


Hotel Administration

First Committee Member

Bo Bernhard

Number of Pages



Totaling over 63 million, Generation Y, also known as the Millennial Generation, is the new generation of casino customers (U.S. Department of Commerce, 2011). While there are no specific dates to mark its beginning and ending, individuals born between 1982 and 1994 are generally considered as Millennials or Gen Yers. A survey conducted by the American Gaming Association (2013) revealed that Gen Y casino customers made up the highest casino visitation rate with 39% having visited a casino in the previous year; however, it is also shown that Gen Yers spends more on non-gaming departments and have less intention to gamble during their visit. Apparently, this emerging gaming segment noticeably changed the composition of customers, or the casino demographics, of the gaming industry. As gaming has been the industry’s top revenue driver, it is critical for casino executives to understand the reasons for the Gen Yer’s decreased interest in gaming by studying the habits and behaviors of this particular segment. In this study, research on the common traits of Gen Yers, their attitudes and perceptions towards gaming, and factors affecting their decision on gaming activities will be reviewed. Furthermore, this study focuses in the Las Vegas gaming industry, as markets in different regions are too dynamic to be generalized as a whole. After reviewing their gaming behavior, this paper will recommend to the gaming executives strategies that are more appropriate and effective for this customer segment.


American Game Association; Casinos; Gambling; Generation Y; Marketing; Market segmentation; Nevada--Las Vegas


Business | Community-Based Research | Gaming and Casino Operations Management | Hospitality Administration and Management

File Format


Degree Grantor

University of Nevada, Las Vegas




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