The digital landscape is constantly evolving, and debate around the casino media mix has grown. Some view traditional channels as outdated and costly. Others see them as proven, reliable drivers of trips and loyalty,  especially among core players. In reality, most casinos are navigating a middle ground, one where legacy channels still deliver results, but the digital experiences, including website, player portal, or apps, are increasingly used for discovery and loyalty and help attract new audiences. The most effective strategies often emerge when small refinements across channels work together.

According to LT’s 2025 Casino Player Trends Report, database marketing, direct mail, email, and traditional media remain among the most heavily funded channels, even as operators simultaneously prioritize website, mobile app, and digital experience investments over the next two years. This tension reflects a larger challenge casinos face: how to evolve digitally without abandoning what still works, and how to balance marketing budgets accordingly. 

In addition, casinos are achieving greater precision by using behavioral segmentation to guide channel mix, messaging, and frequency, and generational analysis to understand broader shifts in expectations.

This session will examine that tension through the viewpoints of executives at a range of operations, as well as draw on data from LT’s 2026 Casino Player Trends Report, which will debut at IGA. The 2026 research explores how players digitally engage with casinos before, during, and after their visit, and where casino marketers and executives are focusing their efforts and budgets. 

Discussion topics will include:

• Why direct mail and traditional media continue to perform for certain segments
• Where these channels fall short, and where digital fills the gap
• How operators are modernizing direct mail through smarter targeting, personalization, and integration with digital channels
• The role of email, SMS, and digital media in reinforcing
• Measuring true incremental impact in a multi-channel world
• How economic pressures and budget constraints are forcing more disciplined media decisions

Chase Lane would present findings, followed by a panel discussion. Potential panelists (pending confirmation) from Seneca Gaming & Entertainment, Muckleshoot Casino Resort, and the Navajo Nation Gaming Enterprise, or marketing leaders from similar tribal casino properties, representing a range of regions, market sizes, and media strategies.