Mohegan, LiveRamp Create First Casino Media Network to Boost Marketing

LiveRamp announced on Tuesday it partnered with casino brand Mohegan to create the first casino media network.

The partnership will allow LiveRamp to access Mohegan’s data at physical and online casino locations. LiveRamp will then use the data to provide advertisers with comprehensive overviews of the casinos’ customer base to help capitalize on targeted marketing.

This is in anticipation of a year in which travel-focused commerce media is expected to reach close to $3 billion.

Creating a new lane

LiveRamp is a U.S.-based SaaS company that provides marketing companies and entities with customer data from various businesses. It was created when Acxiom and a company it acquired known as LiveRamp combined in 2014.

Mohegan’s customer data should prove to be extremely valuable for the company and interested advertisers as the Mohegan brand averaged 200 million impressions between online and in-person casinos.

Customer information available for LiveRamp included entertainment, dining, and vacation preferences, allowing it to create personalized and intimate marketing campaigns for Mohegan customers.

“By launching the industry's first casino media network, Mohegan is setting a new standard for highly relevant guest experiences that connect consumers with their favorite brands,” said Rich Roberts, President of Mohegan Digital. "With the largest and most powerful data collaboration network, LiveRamp was the clear choice to power seamless connectivity and measurement, help us deepen our premier partnerships, and protect customers' data."

“Mohegan is reimagining the gaming and entertainment industry by leveraging its unique first-party data as the powerful asset it is, forging new paths of innovation that unlock new revenue streams and transform customer experiences,” said Vihan Sharma, LiveRamp’s Chief Revenue Officer. “LiveRamp is proud to lead the way in powering media networks across diverse industries and eager to connect advertisers to more high-value audiences as we grow our collaborative ecosystem. That’s why we’re thrilled to partner with a leading-edge brand such as Mohegan to pioneer new applications of data collaboration.”

Riding the wave

Amid the gambling boom in America, largely driven by the widespread legalization of sports betting and the general destigmatization of wagering, retail media spending hit $54.85 billion in America in 2024.

Mohegan’s most lucrative American property is the Mohegan Sun in Uncasville, Connecticut. It is a 364,000 square-foot casino with a 12,000-seat arena that plays home to WNBA’s Connecticut Sun, a 350-seat theatre, 100,000 square feet of meeting space, a ballroom, and 130,000 square feet of retail store. 

Gaming options include slot machines, live-dealer card games, craps, roulette, baccarat, horse and greyhound racing, access to FanDuel sportsbook, and more.

However, Mohegan is not only glued to the U.S. It also has properties in Canada and South Korea, all of which will supply data to the first-of-its-kind network.

Roberts also shared that Mohegan’s online player base has grown significantly in recent times.