“People want to play at Hispanic gambling tables because they can see how much fun they get”, said María Macedo, a Cuban supervisor at Buffalo Bill casino at Primm. “They don’t want to sit next to serious people”.

Primm Valley Resorts, operating three border casino online, has been for a long time a low price attraction to Californians who travel to Las Vegas. They have been strongly beaten by recession which forced casinos to low their prices in order to attract clients who usually spend their money at Primm.

The company expects to get back all the money lost by attracting Hispanic players at South California and Las Vegas. Hispanics represent young customers with a media of 27 years old, compared to 37 for the rest of the country. Casinos at Las Vegas have courted Asians because of the perception that they have a greater propensity for gambling.

Many croupiers at Las Vegas are Asians and those casinos celebrate Chinese New Year. On the other hand, marketing for Hispanics has been limited to the occasional “Latin Night” and some concerts. Plans for new Spanish-speaking casinos have stalled, but Primm biggest casino, Buffalo Bill’s, is at the forefront in Nevada.