Case Study: Casino Usage in Massachusetts

casino market research case study massachusettsDrive Research recently partnered with MassLive Media in Massachusetts to conduct an online market survey about casino usage, specifically the new MGM casino in Springfield, MA. With 2 new casinos coming to the state of Massachusetts over the next 2 years, MassLive wanted to better understand current and future usage of these establishments. The insights gained from the market research helped MassLive better understand the market's current and expected behavior after the addition of MGM in Springfield (coming 2018) and Wynn in Boston (coming 2019).

Drive Research is a casino market research company located in Upstate New York.


MassLive Media was interested in collecting market data to provide their team with a fact-based and evidence-based strategy on the market. With new casinos entering the market, none of the current establishments in Rhode Island, Massachusetts, or Connecticut had a true understanding of how the new casinos would impact travel patterns and usage. This survey explicitly addressed this in addition to regional perceptions through a public yet random survey completed through social media.


Drive Research utilized an online survey to collect feedback about the branding of the new casinos. The survey will included 8 questions. The final question asked respondents if they wanted to participate in future research about casinos in Massachusetts.

Drive Research recommended questions based on past casino market research experience and created custom questions for MassLive. The draft casino survey was shared before it was programmed and tested in the online survey software. It was recommended Facebook in combination with an online panel be used to acquire survey completes. All qualified for the survey. The survey was shown to specific demographics and geographies relevant to Springfield, MA and MassLive Media.

As part of the fieldwork, participants were offered a chance to win 4 $25 gift cards. A total of over 200 surveys were completed for this study over the course of only a few days. During fieldwork MassLive Media was provided a secure passcode protected link which shared a dashboard of live results 24/7 with up to the second results.

At the conclusion of the market research, Drive Research prepared a 1-page infographic and summary of the insights and findings in a mini-report. The entire market research project took less than 2 weeks to complete.

A market survey can help you profile usage of different casinos, likelihood to switch, and drivers to loyalty of competitive casinos. Contact our casino market research company with questions.


The results remain confidential with MassLive Media and MGM Springfield. These results were used as part of a marketing and strategy session for the client. Some of the questions included in the survey were awareness of MGM Springfield being built in 2018, perception of Springfield, MA, current casino of choice (among Mohegan Sun in CT, Foxwoods in CT, Plainridge Park Casino in MA, Newport Grand Casino in RI, and Twin River Casino in RI).

The casino of choice question was also asked with the addition of MGM Springfield and Wynn Casino in MA which will be up and running in the future. A forced choice among MGM and Wynn was also asked. Finally, the survey collected ZIP Code to understand geographic preferences and differences.

Contact Our Casino Market Research Company

Drive Research is a market research company located in Upstate New York. Our portfolio of clients expands from coast to coast. We specialize in a number of industries including gaming and casinos.

Questions about a casino market research project? Contact us at or call us at 315-303-2040. You can also reach us by using this contact form on our website.

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