UX Not One-Size-Fits-All
In its 2026 Casino Player Trends Report, Phoenix-based LT.agency says an integrated marketing and digital experience that is personal to each consumer has a direct and meaningful impact on consumer loyalty.
The study was based on a survey of 767 casino patrons and 50 operators and executives. Seventy-four percent of players say digital convenience matters more now than even a few years ago, and 54 percent say digital engagement is critical to their loyalty. At the same time, 48 percent of operators acknowledge they are behind on their digital experience or unsure how they compare to those of their competitors.
Ninety-two percent of players expect casino apps to match the ease of other platforms, but 59 percent say casinos still lag behind other industries digitally. More importantly, the gap between expectations and reality is influencing behavior.
Players consistently ask for:
• Easier rewards redemption
• More relevant offers
• Fewer technical issues
• Better coordination between the online
and in-person experience
But casinos should not replace in-person service with a one-size-fits-all digital experience. About 20 percent of players, often older, local and more traditional, still prefer low-touch, in-person interactions and may reject a push toward digital-first options. While smaller in number, this group includes longstanding high-value guests. As the report states, “Forcing a digital journey can create friction, highlighting the need to tailor experiences based on player preferences.”
The report further finds that 42 percent of operators are currently using or planning to use AI for personalized offers and virtual concierge experiences, signaling steady movement toward more advanced personalization. Across groups, players consistently point to the same conditions to engender trust:
• Transparency around how AI is used
• The ability to opt out
• Clear assurance that personal data is protected
“Not all casino guests want the same digital experience,” stresses Nick Dan-Bergman, the firm’s chief marketing offer. “Operators that recognize those differences have an opportunity to better connect with guests, building loyalty and encouraging repeat visits.”
For the complete report, see lt.agency/2026-casino-player-trends-report.
