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While past research has explored why people become problem or pathological gamblers, the motivations of the broader gambling population have been largely neglected. This study examines casino gambling motivations for a sample of Korean gamblers. Specifically, this study attempts to segment the casino gambling market using a cluster analysis, and to explore differences between segments with respect to socio-demographic and behavioral variables. A factor analysis delineated four dimensions of motivation for casino gambling: socialization/learning, challenge, escape and winning. Mean values indicated that winning money was the primary motivation for casino gamblers, followed by gambling being interesting, and for excitement, fun and other personal needs. The cluster analysis yielded four clusters: challenge/winning seekers, only winning seekers, light gambling seekers, and multi-purpose seekers. In …