USA Mutuals has upped the ante on how to find potential customers. In a marketing and research play, the fund company has published the USA Mutuals Invest Your Knowledge Survey in partnership with Southern Gaming Magazine, with hopes of raising awareness of their USA Mutuals Vice Fund, which invests primarily in tobacco, alcohol, defense and aerospace, and of course, gaming.

"We have learned that as a result of recent market volatility, individuals are increasingly seeking investments and funds they can actually understand and get their hands around," stated Eric Lansky, president of USA Mutuals. "Partnering with Southern Gaming was very logical for us, they have readers which are very knowledgeable about gaming and we have a fund, the USA Mutuals Vice Fund (VICEX) where readers can actually leverage and invest their knowledge."

In a followup interview with The MFWire, Lansky put the survey into the context of a broader strategy at USA Mutuals, a strategy that also includes using Facebook and LinkedIn.

"We just want to keep expanding this community introduction approach," Lansky told The MFWire.

The survey asks participants about their yearly visits to casinos and racetracks, and it asks if that frequency will change in the next 12 months. Furthermore, USA Mutuals has added a payout for survey participants, who have the chance to win an overnight stay at a casino, or other prizes, just for filling out the online questionnaire. 

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