Casinos are now actively courting four generations of customers. Some are players, others are non-gaming customers. KPMG, in conjunction with the International Gaming Institute (IGI) at the University of Nevada, Las Vegas, recently released a study called “Casinos Play Their Next Hand,” which contains research on how these different generations will respond to the casinos’ marketing messages. Obviously, health and safety are paramount with each generation, but how they respond can be completely different. Surprisingly, baby boomers have the lowest gambling budget and the most basic of concerns once they return. The report outlines the challenges of reopening and the ramp-up of the economy, and recommends steps casino can take to make their future brighter. To download a copy of the report, visit advisory.kpmg.us/articles/2020/casinos-play-their-next-hand.html.