As the state of New Jersey was on the verge of legalizing online gambling, PARAGRAPH was hired by Caesars Entertainment to understand the gaming motivations and digital behavior of potential online gamblers in the state. We conducted a segmentation study that helped Caesars customize its messaging. As expected, all four personas felt gambling is “fun” and “exciting.” Our analysis dug deeper. We uncovered that each segment defined fun differently and these unique definitions influenced their behavior with gambling institutions. After only six months on the market, the segmentation and digital strategy recommendations have helped Caesars’ online gambling site draw 1.5 million unique visitors a month.