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Gambling revenue up slightly at Plainville slot parlor
By Sean P. Murphy
Globe Staff

Gambling revenue at Plainridge Park Casino ticked up almost 2 percent in April, building on gains that have brightened the financial outlook at the state’s first casino.

The Plainville slot parlor brought in $13.3 million last month, about $8,000 more a day than in March, according to an analysis released Monday by the Massachusetts Gaming Commission.

So far this year, Plainridge is averaging $13 million in monthly revenue, up from $12.2 million over the last four months of 2015.

“The fact that revenue is up is a good sign for Plainridge Park,’’ said Paul DeBole, an assistant professor of political science at Lasell College and a specialist in gambling regulation. “I’m cautiously optimistic that the upward trend will continue.’’

The modest upturn, however, comes as the casino has sharply increased promotional free play, enticing gamblers with offers of hundreds of dollars of free slot machine credits. In an advertising campaign splashed on television and highway billboards, the casino invites patrons who sign up for a rewards card to “Play up to $500 on us.’’

In February, Plainridge handed out $2.4 million in promotional credits, an unusually high amount for a relatively small casino.

The commission stopped publishing what Plainridge spends on free play in its monthly reports after Plainridge argued the disclosure placed it at a competitive disadvantage.

The casino will face a major new competitor next summer, when the Mashpee Wampanoag tribe is scheduled to open the first phase of its First Light casino in Taunton, about a 30-minute drive from Plainridge. The $1 billion casino will feature a full array of table games and be far larger than Plainridge.

“When the Mashpee casino in Taunton opens, there could be an adverse impact on Plainridge,’’ DeBole said.

Plainridge already faces stiff competition from Twin River Casino, 11 miles away in Lincoln, R.I. Twin River offers more than 4,000 slot machines, table games, and a 3,000-seat arena.

Under state law, Plainridge is restricted to 1,250 slot machines and no table games.

Lance George, Plainridge’s general manager, said the casino is constantly working to improve its reach in a crowded marketplace. “We’re continuing to focus on refining our marketing efforts,’’ he said.

Despite the rally this spring, the casino has fallen well short of revenue forecasts, which estimated it would bring in as much as $300 million in its opening year. In its first 10 months, the casino took in $134 million, putting it on pace to collect about $161 million for the year.

The state taxes Plainridge’s gambling revenue at 49 percent, most of which goes to cities and towns. Since the casino opened last June, municipalities have received almost $54 million from casino revenue.

The state’s 2011 casino law also requires that a sizable chunk of the revenue — more than $12 million to date — subsidize the horse-racing industry.

Sean P. Murphy can be reached at smurphy@globe.com. Follow him on Twitter @spmurphyboston.