Horseshoe Gaming

Various Properties

Jack Binion expertly positioned his casinos in a theme-based marketplace with the following billboard: "Nowadays every casino has a theme. Ours is gambling."

Gary Border, President

Case Study
Horseshoe Gaming

In 1993 Binion's Horseshoe Casino was a family-owned operation with one casino located in downtown Las Vegas. Jack Binion contacted Marketing Results to request assistance in developing marketing strategies for the expansion of the Horseshoe brand to new riverboat gaming markets.


The names "Horseshoe" and "Binion" were already synonymous with legendary gaming in the minds of serious gamblers in Las Vegas. The challenge was to convey the message in competitive gaming markets where these names were less familiar.


Marketing Results provided pre-opening marketing and advertising support for Horseshoe Casino Bossier City, LA and Horseshoe Casino Tunica, MS. MRI's role in marketing both properties was expanded to include direct marketing, strategic development, fulfillment and overseeing customer research.

Horseshoe expanded to include an entertainment complex and hotel towers at each property, and MRI assisted in developing database marketing programs to yield manage the high demand for Horseshoe rooms and entertainment inventory. Three years later, Horseshoe Casino purchased Empress Entertainment; MRI oversaw the property transition from the Empress Casino to the Horseshoe brand of gaming.


Marketing Results oversaw the advertising and research components and had the responsibility of developing and fulfilling database marketing communications for customers of the Horseshoe Entertainment properties from 1994 through 2001.

From an investment of $40 million dollars,
Jack Binion sold Horseshoe for $1.45 billion dollars