Non-gaming accounts for nearly 17% of total casino revenue, according to the American Gaming Association, but in some cases, it can contribute as much as 70%. That’s a substantial differential, and it demonstrates just how large the opportunity is for casino operators to drive revenue growth through non-gaming channels. In fact, the 2024 LaneTerralever (LT) Non-Gaming Player Insights Report indicates that across all age and income demographics, non-gaming activities and amenities like restaurants, bars, spas, bowling alleys, arcades, and live entertainment, are an important consideration in determining which casino to go to.
For years, casino operators have known that personalized experiences build loyal customers and that player’s clubs and loyalty programs provide valuable data on gaming habits. But they miss a crucial piece of the puzzle—non-gaming spending. As these experiences become increasingly meaningful to guests, how can casinos gain a complete view of customer behavior and drive revenue growth across their entire property?
GenAI is here to help.
By leveraging your existing loyalty program and other data, along with GenAI, you can gain deep insights into non-gaming guest behavior, enabling highly personalized recommendations and incentives that encourage exploration of all the amenities on site.
And Kopius has a Virtual Concierge solution to make it happen.
The Who, What, Where, and Why of Non-Gaming Casino Revenue
While gaming remains important to consumers across all demographics, individual preferences, behaviors, and importantly, the opportunities for casino operators vary widely based on generation and income. The LT report indicates that:
- All demographics are increasingly going to casinos in groups, and 70% of them say that non-gaming activities are more important when they are with a group.
- 79% of affluent consumers consider non-gaming offerings in choosing a casino and are more likely to spend 50% of their time engaged in non-gaming activities, and are particularly interested in live events.
- 86% of Gen Z consumers visit local casinos in groups. When visiting a destination casino, non-gaming amenities like restaurants and live entertainment are top priorities, but at 14%, they allocate the least amount of total spending to non-gaming relative to other generations.
- Non-gaming activities are more important to millennials than to any other generation, with 89% of them saying they have a significant impact on which one they choose and 69% saying they budget specifically for non-gaming.
- Only 34% of Gen X consumers say that non-gaming activities impact their loyalty to a casino, but like their boomer and Gen Z counterpart, food matters. Gen X prioritizes non-gaming spending in restaurants.
- 41% of boomers factor in non-gaming activities when choosing a casino, and they allocate 18% of their spending to them. For boomers, restaurants and bars are the most important non-gaming activity.
Insights like these are incredibly powerful when developing non-gaming offerings for specific demographics. But imagine if you could target offerings even more closely, based on individual casino guest preferences and behaviors. And imagine that based on choices guests made during previous visits to your casino, you could anticipate the types of non-gaming activities they might enjoy during future ones. How would that impact the guest experience? And what would that do for your business in terms of loyalty and increased revenue.
GenAI can close that gap, and it isn’t just a promise of what’s to come—the technology is available today.
The Kopius Virtual Concierge —Personalized Recommendations that Drive Non-Gaming Revenue
The Kopius Virtual Concierge for casinos is a flexible, GenAI-powered app that delivers personalized recommendations, incentives, and service to your guests. It connects to your existing data sources like players clubs, loyalty programs, reservation systems, and builds on that data as guests use non-gaming services. With the Kopius Virtual Concierge, you get a comprehensive view of guest behavior across your entire property, not just on the gaming floor, so you can optimizing your non-gaming offerings for maximum impact.
With the Kopius Virtual Concierge, you will:
- Boost dining revenue: Offer targeted deals and recommendations based on guest history and preferences, driving traffic to your restaurants and increasing spend.
- Upsell related services: Proactively suggest relevant offerings based on guest bookings and activities—like a golf lesson after a tee time—increasing revenue per guest.
- Craft tailored itineraries: Create personalized plans based on past visits, encouraging longer stays and maximizing guest engagement and spending.
- Optimize offers with data: Leverage real-time data and guest feedback to refine promotions and personalize experiences, driving non-gaming revenue growth.
The possibilities are endless.
Imagine a casino experience perfectly tailored to each guest. That’s the power of the Kopius Virtual Concierge. The more guests engage with it, the more personalized their experience becomes. Meanwhile, casino operators gain access to invaluable data on guest preferences, creating a continuous feedback loop for optimizing offers and experiences.
Elevate Guest Experiences and Drive Non-Gaming Revenue with the Kopius Virtual Concierge
At Kopius, we harness the power of people, data and emerging technologies to build innovative solutions that help our customers navigate continual change and solve formidable challenges.
Learn more about the Kopius Virtual Concierge.
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At Kopius, we harness the power of people, data and emerging technologies to build innovative solutions that help our customers navigate continual change and solve formidable challenges. To accelerate our customers’ success, we’ve designed a JumpStart program to prioritize digital transformation together.
