Over the past decade, user-generated content (UGC) has dramatically impacted how casinos brand themselves and connect with customers. As millennials and Gen Z—who have grown up creating and consuming UGC—become the majority of casino customers, their expectations for personalized, social experiences have forced casinos to transform their marketing and branding strategies.
UGC Allows Casinos to Show Authentic Experiences
In 2025, casinos leverage UGC like never before to showcase real customer experiences. Platforms like YouTube, Instagram and TikTok enable casinos to curate authentic, engaging videos created by guests themselves. This style of viral, informal content represents the casino experience in an honest way that resonates better with younger demographics.
MGM Resorts has led the charge in embracing UGC. Over 75% of the videos on its YouTube channel come directly from customers recording their own casino adventures. MGM established an entire department devoted to finding and amplifying these videos with contests and Vegas Now online casino promotions. Other brands like Wynn and Caesars have since followed suit with similar initiatives.
Personalized Promotions Increase Loyalty
UGC also allows casinos to offer personalized promotions to their guests. Platforms like Facebook and Twitter provide a direct line of communication between casinos and customers. With access to gamers’ profiles and posts, casinos can tailor special offers based on individual preferences for certain games and amenities.
The Venetian uses a high-tech mobile app that tracks guests’ activity on the casino floor. If it notices a guest favoring blackjack, for example, it can send a personalized notification with a discount on a blackjack tournament. This level of individualized marketing helps properties build loyalty and keep customers coming back.
Ratings & Reviews Influence 92% of Travel Decisions
User reviews on sites like TripAdvisor and Yelp have also become essential tools for casinos managing their brand reputations. A 2022 survey showed that over 92% of travelers consider ratings and reviews an important factor when choosing a hotel or resort.
Positive customer testimonials can boost casinos’ visibility and credibility with new guests. Some properties even respond directly to reviews to resolve complaints and thank happy customers. Monitoring UGC is now imperative for casinos to understand how people perceive their brands online.
UGC as a Two-Way Conversation
Encouraging UGC has required casinos to see branding as a two-way conversation with guests. Instead of just pushing standardized messaging, marketers listen and respond to what customers are saying online. They identify key themes and trends in UGC to improve products and services.
Caesars Entertainment credits this shift towards amplifying authentic customer voices with its rise as a top gaming & entertainment brand. It actively surveys guests during their stays, monitors social media and tracks reviews to guide branding decisions at its over 50 properties. The ability to leverage UGC fosters an engaged, loyal community of customers.
Key Ways Casinos Leverage UGC
Casinos integrate user-generated content across key branding and marketing areas:
- YouTube & Social Media
- Curate authentic experience videos created by guests
- Run UGC video contests and promotions
- Repurpose top videos across platforms
- Personalized Mobile Offers
- Track player data and preferences in casino apps
- Target personalized promotions based on activity
- Reputation Management
- Monitor ratings, reviews, mentions and tags
- Directly respond to negative reviews
- Showcase positive testimonials
- Improving Products & Services
- Identify key themes and trends in UGC
- Survey guests during stays for real-time feedback
- Allow UGC to guide branding and amenity decisions
- Emerging AR/VR Technology
- Encourage guests to create AR/VR content
- Build out platforms to upload and share videos
- Place guests directly into the casino experience
Leveraging UGC across these areas provides invaluable consumer insights and fosters true two-way engagement with modern, social-savvy casino guests.
Future of UGC in Casino Marketing
As emerging technologies like virtual reality (VR) and augmented reality (AR) enter the mainstream, they will provide new creative formats for UGC. Imagine guests recording VR videos of their trips that truly place viewers inside the casino experience. Expect properties to build out full AR/VR platforms where people can upload and share their own digitally-enhanced content.
| Year | UGC Metric | Percent Change |
| 2023 | UGC Videos Created | +38% |
| 2024 | UGC Videos Shared | +53% |
| 2025 | UGC Influenced Sales | +67% |
The potential of user-created AR and VR looms large. For now, UGC has proven itself as a vital force shaping casino branding that builds meaningful connections between properties and valued guests. Casinos that fully embrace UGC stand to benefit the most in an increasingly competitive hospitality environment.
