This paper draws upon the adaptation theory and discusses the impact of adaptation effect on casino business growth and sustainability. The study deploys secondary data and provides evidence for likely existence of the adaptation effect. This effect is derived from analyzing visitors’ profiles over 20 years from various sources. On the basis of this analysis, the study proposes various strategies including promoting casino tourism instead of gambling focus to sustain casino business. The current study lays foundation for sustainability research on the casino industry. Findings of this study have implications for researchers and practitioners in the gambling, tourism and hospitality fields.