Michael Meczka, the casino industry’s “Dean” of market research and player insights, passed away on August 12 in Los Angeles after complications associated with Covid-19. His market research firm, Meczka Market Research/Consulting (MMR/C) provided market research services to almost every commercial casino company in the United States and over 100 tribal casinos. His groundbreaking research over the past 40 years helped spot some of the most important trends in the casino industry and continues to shape the products and services that casinos provide to their customers.
During his career, Meczka conducted over 2,500 focus groups, and nearly two million surveys of casino customers summarized in hundreds of quantitative research reports. His findings and recommendations helped shape modern casino design and formed the foundation of casino marketing programs across North America. His research into customer preferences also profoundly influenced modern slot machine design. So influential was his work that in 2013 he was acknowledged by his peers when he was awarded the Casino Marketing Lifetime Achievement Award.
Lorraine Cebollero, vice president of marketing for the Tulalip Casino Resort reflected, “So many of our axioms of today began as truisms taught to us by Michael years ago. That for the avid gamer it is all about escapism. They are in the casino to play, not necessarily to win; food is fuel and anything that keeps a gamer from time on device diminishes their main goal of seeking relief from the pressures of their daily lives and enjoying the excitement of gaming.”
Most recently, Meczka participated in a panel discussion at the National Indian Gaming Association Trade Show in Las Vegas where he presented research findings on changing customer attitudes toward smoking in casinos. His research will continue to shape the gaming industry as MMR/C, the company he founded continues to poll gamers as to their evolving wants and needs.
Those who knew Meczka understood that his family came first. Married for 51 years to his beloved wife Elaine, he was always ready to regale all who would listen to his tales of his three children, Mathew, Elizabeth and Katherine, and his grandchildren. There was also his ongoing love of all things Cleveland.
Mary Loftness, president of the consulting firm Profitable Customers and a longtime collaborator commented that Meczka’s legacy and most important piece of advice to casino operators can best be summed up in his one statement, “It’s the gambling, Stupid.”
