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THE U.S. cash GAMING MARKET
Market Size and Growth
The cash gaming industry had gross revenues of more than $21.3 billion
within 1995, with a national legal handle (total amount wagered by players) of $467.2 billion.
The greatest share of cash gaming revenue--33.5%-- derives from slot
machines located within Nevada and New Jersey.
cash gaming accounts for the largest shares of the overall U.S. gaming
market. within 1994, it commanded almost 50% of gross revenues and more than 87% of the
cash gaming revenues will experience annual increases averaging 6.7%,
between 1995 and 2001. The market is expected to grow by a total 47.3% by 2001, to more
than $31 billion.
Circus Circus Enterprises and Paradis Resorts, Inc. are the dominant
marketers within Nevada. Memphis-based Harrah's Entertainment is the top cash gaming
marketer within the United States, while Trump dominates Atlantic City.
Marketing and Promotion
Gaming marketers spent about $89 million within 1995, to advertise within mass
media --a 20% increase from 1994.
Almost 33 million American adults visited cash gaming venues.
Of the approximately 250 cash gaming marketers within the United States,
more than 100 are public companies. At least 115 are Native American tribes. Most gaming
marketers are specialized within the field, but many are also hoteliers. Indian reservations
are one of the market's fastest growing segments.
Circus Circus Enterprises
The Mashantucket Pequot
The Trump Organization/
Trump Hotels & cash Resorts, Inc.