ATLANTIC CITY, N.J. — Casinos have long gone after high-rollers, but some Atlantic City gambling halls are turning their attention to the opposite end of the market.

New Jersey casino regulators have approved gambling chips worth just 25 and 50 cents apiece, instead of the $1 or higher chips commonly used at the casinos.

ACH, the casino formerly known as the Atlantic City Hilton, recently got approval from the state Division of Gaming Enforcement to offer the cheap chips at its table games. ACH has adopted a value-conscious business model to go after low-rollers next year.

The division also approved a new zero-value chip to be used at the Golden Nugget Atlantic City. The casino plans to use them in roulette, but it was not immediately clear how.