Gambling marketing is shifting as player behaviour evolves

14 October 2026

Casino operators worldwide are rethinking their marketing strategies as the gambling landscape undergoes a significant transformation. People's gambling habits are moving toward more digital, regionally-focused, and personalized experiences, prompting industry players to embrace novel approaches to attract and retain customers. From online gaming in Manitoba to sports and dining options for Gen Z in the US, operators are reacting to shifting player preferences, growing emphasis on regulation, and data-driven insights.

Regional and localized gambling traction grows

While the global casino industry grapples with change, signs point to sustained regional activity as player behavior evolves. In Canada's Manitoba province, gambling remains a widespread pastime. In a 2023 survey, 80% of respondents said they had participated in gambling activities over the prior 12 months. Notably, this figure has risen from 77% in 2019, indicating enduring participation as tastes and habits shift. Among the 2023 respondents, the vast majority (84%) reported that the COVID-19 pandemic had no impact on their gambling frequency.

At the same time, evidence continues to emerge of a digital shift in Manitoba. Online gaming in the province generated a net income of $44 million for the 2025-26 reporting period, an increase of nearly $1 million on the previous year. The Winnipeg Casinos also saw a year-over-year increase in net income, rising from $97 million to $106 million in the same span. Though still a relatively small portion of the province's total gambling revenues, these digital figures signal an industry in transition as local operators chase new opportunities.

New marketing channels spur industry response

Gambling is no longer confined to in-person settings. As online platforms and social media take a larger role, casino operators are adapting their digital marketing strategies. In the 2021 review Gambling marketing and the Internet, authors note how digital gambling marketing has grown to include dedicated websites, social media channels, and targeted advertising. At the same time, they observe a diversification in online platforms, from sports betting to social casino games, as well as the expansion of novel promotional strategies across social media. This trend poses challenges and opportunities for operators and regulators alike, as the terrain of digital platforms and campaigns grows more complex.

Focusing on Gen Z

The ways in which the online gambling market operates has brought change, bringing change in consumer choices on the way. In August 2026, a Bloomberg report indicated that casinos are repositioning themselves to appeal more to Generation Z. Driven by a younger audience, the focus has shifted from gambling as the core offering to sports, dining, and in-person entertainment as key differentiators.

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New player behaviour and risk signals

While a portion of digital growth reflects new underserved markets, the shift online is accompanied by risk signals in areas like problem gambling rates. A 2024 systematic review and meta-analysis found that problematic gambling is linked to online gambling with online modes showing the highest frequency of risky gambling behaviour. In the UK, the Gambling Commission noted that gambling among male participants 55 and over increased over a three-year period to 2025. Among adults aged 35 to 54, full-year help-seeking to address personal gambling problems rose from 2.4% to 3.8% over the same time frame. Concurrently, the Commission reported that online sessions of 60+ minutes on slot machines dropped by 12% year-over-year to 8.9 million, even as total online bets and spins reached a new all-time high of 27.4 billion. Taken together, these data suggest an evolving regulatory environment in which operators must be proactive in tracking and mitigating problem gambling behavior.

Local, personalized, and targeted approaches

As lawmakers scrutinize online growth, operators are likely to place a larger emphasis on retention, personalization, and targeting over acquisition and mass marketing. For while digital expansion has democratized access for many groups, it has also exposed more vulnerable populationsto betting. In particular, a 2021 study found that young people are at elevated risk of exposure to online gambling promotions. With regulators ever-more vigilant, the need to quickly spot and respond to risky play has never been greater. Integrated marketing and customer relationship management systems can help — but as marketing matures, operators will likely embrace advanced analytics and behavioral triggers to proactively manage player risk at scale.

Though casino marketing is in the midst of change, evidence from Manitoba and elsewhere suggests a shift toward digital, regional, and personalized practices rather than the creation of a single "Manisite" market. For operators, agility and data-driven approaches will be key to navigating the evolution of player preferences and enjoy sustained growth in the years to come.