LiveRamp powers first casino media network with Mohegan

Twelve days ago, on January 14, 2025, LiveRamp announced a partnership with Mohegan to create what the companies described as the first casino media network. According to LiveRamp, the network will allow brands to access behavioral insights from Mohegan's properties across both digital channels and physical locations.

The timing of this launch aligns with projected growth in travel-focused commerce media. According to EMARKETER's September 2024 forecast, travel media network advertising spending will reach $2.13 billion in 2024, with expectations to grow to $2.96 billion by 2026.

Mohegan's network captures 200 million impressions monthly across its casino properties and digital assets. These impressions come from multiple touchpoints, including in-app interactions, loyalty programs, slot machines, and digital kiosks. The data encompasses visitor behavior patterns related to entertainment preferences, dining choices, and vacation selections.

The technical infrastructure of the network relies on LiveRamp's data collaboration technology. This system unifies information from various sources to create what LiveRamp terms a "connected customer view." The technology enables advertisers to track customer interactions across Mohegan's physical and digital properties, measuring campaign performance through closed-loop measurement capabilities.

Mohegan's gaming and entertainment portfolio spans multiple regions. Its U.S. operations include properties in Connecticut, Pennsylvania, New Jersey, and Nevada. The company maintains Canadian operations in Niagara Falls, Ontario, and recently expanded into South Korea with Mohegan INSPIRE in Incheon.

The Mohegan INSPIRE property, which began its soft opening on November 30, 2023, represents a significant expansion of the company's data collection capabilities. The resort features three hotel towers with 1,275 rooms, a 15,000-seat multi-purpose arena, and what Mohegan describes as Korea's largest ballroom for MICE (Meetings, Incentives, Conferences, and Exhibitions) facilities.

The Connecticut-based Mohegan Sun property, which opened in 1996, serves as a central hub in the company's operations. The facility houses two hotel towers, gaming facilities, the 10,000-seat Mohegan Sun Arena, and convention spaces. This property generates substantial customer interaction data through its integrated gaming, hospitality, and entertainment offerings.

LiveRamp's technology implements specific measures for data protection and privacy compliance. The system allows Mohegan to maintain control over customer data while enabling advertisers to access insights and measure campaign effectiveness across various customer touchpoints.

The casino media network enters a growing field of industry-specific advertising platforms. While retail media networks are projected to generate $54.85 billion in advertising spending this year, according to EMARKETER, travel and hospitality focused platforms represent an emerging category within the broader digital advertising landscape.

For the technical implementation, LiveRamp's data collaboration platform enables various types of measurement capabilities. These include tracking customer journeys from initial ad exposure through to on-property visits or online interactions, providing metrics for advertiser return on investment calculations.

The announcement reflects broader changes in how gaming and entertainment companies approach data monetization. Rich Roberts, President of Mohegan Digital, stated that this initiative aims to establish new standards for guest experiences by connecting consumers with their preferred brands.

Looking ahead, Mohegan plans to complete the full opening of its INSPIRE property by the first half of 2024, which will expand the network's data collection capabilities. The property will include an indoor water park, an outdoor entertainment park capable of hosting 30,000 people, and a foreigner-exclusive casino.