The Challenge for Bally’s Corporation
Bally’s Corporation wanted to ensure their player experience was exceeding expectations at casino properties across the country. They engaged Overabove to perform a database analysis on seven of these properties, delving deep into guest demographics and psychographics to help inform future offerings.
OUR approach
We matched Bally’s player profiles to our database of 250+ million American adults. The resulting thousands of data points painted a picture of Bally’s visitors beyond their time on-property—their purchase habits, brand affiliations, how they spend their leisure time, social and political views, general lifestyles and more.
After examining the files on an overall level, we isolated for specific ethnicities and other variables, gleaning even more insights into important subsegments. Our findings called out noteworthy commonalities throughout their database, along with significant ways Bally’s guests differ across properties and from the general population.
The Results
Our findings will help ensure that Bally’s offerings are completely aligned with their guests’ interests and expectations. The insights we uncovered are informing employee recruitment, on-property experience and communications—all with the goal of creating a welcoming, personalized atmosphere that drives play.