Part III: Business & Regulation · Casino Marketing & Player Management
Market Share
Marketing Metrics
A casino property’s or operator’s percentage of total gaming revenue within a defined competitive market (e.g., Las Vegas Strip, Macau, Singapore). Market share is calculated as: (Property GGR / Total Market GGR) × 100. Market share is a critical strategic metric because the casino market is generally zero-sum—gains by one property come at the expense of competitors. Market share trends indicate competitive positioning effectiveness and are monitored closely by executive leadership and investors. In Macau, the six concessionaires’ market shares are tracked and reported extensively by gaming analysts.
In practice
Market share can be measured by total GGR, by segment (VIP share, mass share), or by gaming unit (GGR per table, GGR per slot machine).
Related terms
More in Marketing Metrics
Reinvestment Rate·Churn Rate·Retention Rate·Conversion Rate·Player Acquisition Cost (PAC) / Customer Acquisition Cost (CAC)·Player Lifetime Value (LTV / PLTV)·GGR (Gross Gaming Revenue)·NGR (Net Gaming Revenue)
One entry from the Casino Industry Glossary — 1,157 terms written for surveillance, compliance and operations professionals rather than for players. Definitions describe industry usage; where a term carries a regulatory meaning, verify against the instrument that governs your jurisdiction.