How we Turned Cultural InsightS into a Winning Hand for caesars with Asian Audiences

Caesars Entertainment, one of the largest names in gaming and hospitality—with over 19 brands and 40 properties nationwide—faced the challenge of unifying its voice across a vast portfolio while competing with Wynn, MGM, and emerging local casinos. Among its biggest opportunities: the Asian American audience, a high-value yet brand-agnostic segment known for being promotion-driven and difficult to win over.

Asian Americans spend more per visit on gaming, dining, and entertainment than any other group, with Chinese and Vietnamese guests leading the way. The goal was clear—grow loyalty, increase visits, and position Caesars as the destination of choice for Asian guests in the U.S. and abroad.

We made a bold shift from 40 decentralized property efforts to a centralized national strategy, focusing on Las Vegas, Atlantic City, and Chicago. Rather than targeting by country of origin, we segmented Asian audiences by lifestyle and mindset, developing campaigns in Chinese, Vietnamese, and Korean to match cultural and emotional drivers.

At the national level, we spotlighted the full Caesars experience—dining, rooms, entertainment—beyond the casino floor, while regional activations tied into Asian holidays and cultural events. Featuring top Asian performers and media familiarization tours added authenticity and strengthened community ties.

Take note of the lack of gaming tables in the ad campaign. That was intentional as consumers know what Caesar’s properties offer. This is how we are able to draw more focus on amenities.

The results spoke volumes: Caesars doubled its revenue growth among Asian Americans compared to the general market. Asian guests delivered 9% of total revenue despite being only 4% of the audience, while centralized media delivered 35% cost savings and 40% added value. The launch of Culinary Battles—a Caesars-branded event celebrating Asian chefs—evolved into a full TV series, further cementing Caesars’ reputation as a trusted, culturally fluent leader in entertainment and hospitality.