First Light Casino has been turning heads across the region with a new advertising campaign that does something rare in the gaming world: it has fun with itself while clearly defining what makes the property different in an increasingly crowded casino market in Massachusetts and Rhode Island. In just a few short weeks, the campaign’s social videos have been viewed hundreds of thousands of times, drawing widespread attention and sparking conversation well beyond Cape Cod.
As the only Native American–owned casino in the region, First Light Casino occupies a unique space — one rooted in Tribal values, hospitality, and community. The recent series of short, humorous videos highlights that difference by leaning into authenticity, self-awareness, and the idea that a Native casino experience should feel welcoming, clean, and comfortable — more like home.
Selena Hendricks, Secretary of the Mashpee Wampanoag Tribe Gaming Authority, explained that the campaign was about clarity and confidence.
“We’re operating in a very competitive market, and it’s important for us to clearly define who we are,” Hendricks said. “First Light Casino is the only Native American casino in this region, and that means something. Our people have always been welcoming and hospitable, and we wanted our casino experience to reflect that — a place that feels clean, comfortable, and genuinely inviting.”
The campaign playfully contrasts First Light with other gaming environments that many customers say fall short, particularly when it comes to atmosphere. Rather than taking a negative tone, the videos use humor to reinforce what guests value most: a fresh, well-maintained space and an experience that feels intentional and respectful.
Mashpee Wampanoag Tribe Gaming Authority Member Dan Nuey, who works with Hendricks on the casino’s marketing and advertising strategy, noted that the Native casino model also allows First Light to offer a strong value proposition for players.
“As a Native casino, we’re structured differently, and that allows us to be more competitive for our customers,” Nuey said. “Our players feel that difference when they’re on the floor — they tell us they’re winning more, staying longer, and enjoying the experience.”
Beyond the humor, the campaign also reflects a deeper strategy of measured growth. First Light Casino has never tried to rush expansion. Instead, the Tribe has taken a deliberate approach of testing the market, listening to customer feedback, and building thoughtfully. The videos even poke fun at the casino’s early growth in modular buildings, turning what could be seen as a limitation into a point of pride and personality.
That same approach is guiding what comes next. Casino leadership continues to evaluate opportunities for future expansion, including food and beverage options, entertainment, and other amenities that customers have been asking for.
“What we’re seeing is that people want more from First Light,” Hendricks said. “We have a great location and a strong identity. The key is growing in a way that makes sense, that reflects our values, and that keeps the experience authentic.”
With increased visibility, strong audience engagement, and plans for continued expansion in the new year, First Light Casino is embracing its role not just as a gaming destination, but as a reflection of Mashpee Wampanoag identity — welcoming, honest, and unapologetically Native.
As Nuey put it, “We know who we are — and we’re finally having some fun showing everyone else.”
