The global gambling industry is huge and gambling has become a leading leisure activity in many countries. Although research on gambling is extensive, many gaps remain. The objective of this exploratory study was to examine how motivations for regular gambling varied by the forms of game played. Using data collected by the U.S. National Gambling Impact Study Commission, the study found that regular gamblers were motivated to gamble to win and to fulfill their sense of excitement/challenge for some gambling products like lottery, racetrack betting, and casinos. For others, such as bingo and card room games, they were motivated to gamble more for social reasons. The findings have important implications to marketers and public policy makers.