Unlocking Casino Patronage Insights with AirSage Mobile Location Data

Unlocking Casino Patronage Insights with AirSage Mobile Location Data

A recent study, detailed in the "AirSage Smartphone Location Data: Technical Report," highlights how AirSage’s data played a crucial role in assessing casino patronage patterns in Massachusetts and neighboring states. Conducted by the Social and Economic Impacts of Gambling in Massachusetts (SEIGMA) research team, this study leveraged AirSage's aggregated, anonymized data to gain deeper insights into casino visitor behavior.

The Role of AirSage in Casino Analytics

AirSage’s data enables the tracking of movement patterns while adhering to strict data privacy laws. By analyzing anonymized location data, the SEIGMA research team could:

• Identify the geographic origins of casino patrons – Understanding where visitors are coming from helps assess market reach and customer demographics.
• Evaluate cross-border casino patronage – The data helped pinpoint the outflow of Massachusetts patrons to out-of-state casinos, shedding light on competitive dynamics.
• Measure spending recapture – By tracking how many Massachusetts residents visit in-state casinos instead of traveling elsewhere, researchers assessed the effectiveness of local gaming establishments in retaining consumer spending.

Comparison of AirSage Data to Primary Data

When comparing AirSage mobile location data to SEIGMA primary data (License Plate Surveys and Patron Surveys), SEIGMA found that AirSage data showed similar state origins of patrons to Massachusetts casinos. A snapshot of these results are shown in the table below.

The Advantage of Big Data in Research

Traditional surveys provide valuable insights but often suffer from limitations like small sample sizes or respondent biases. AirSage’s data, on the other hand, offers a large, continuous sample that allows researchers to analyze multiple venues simultaneously, painting a more comprehensive picture of patron behavior.

By integrating mobile location analytics into research methodologies, studies like SEIGMA’s can provide policymakers, businesses, and analysts with more precise, data-driven insights to guide decision-making in the gaming industry.

Final Thoughts

As technology continues to reshape how we understand consumer behavior, companies like AirSage are proving the immense value of privacy-compliant location analytics. The SEIGMA study showcases how such data can be leveraged to optimize business strategies, assess economic impact, and improve industry regulations.

For those interested in the intersection of technology, data, and gaming economics,  check out the full study here. If you would like to use AirSage data for visitation insights or see how AirSage can help your business case, go to www.airsage.com to schedule a call.