Increased competition in the gaming industry has resulted in the need for casinos to identify consumer segments that will be most receptive to their communications. In the past, casinos have traditionally used behavioral variables (i.e., frequency of visits, amount of money wagered, etc.) to segment and target customers. However, recent work in segmentation advocates the value of also segmenting customers based on attitudinal variables (i.e., commitment, affect, etc.). The purpose of this study was to explore attitudinal measures of relationship strength to segment casino patrons. Based on a qualitative research design, we used indicators of relationship strength to identify four potential and unique segments. Strategic implications for both online and brick-and-mortar casino marketers are proposed for each segment.