Capturing the Millenial Player thru Interactive Experiences
This week we exhibited in Las Vegas at the National Indian Gaming Convention (NIGA), so we thought we would take this as an opportunity to discuss the casino industry. The increased popularity in online gaming has created an interesting ongoing dialog about the landscape of gaming.
For example, let’s take the millennial population. They make up a large portion of the online casino player population. 40% of online gamblers are those between the ages of 21 and 34. This fact is not surprising as millennials are known to be the most connected and tech savvy generation. They grew up with technology and understand how to adapt to new products or services accordingly.
Moreover, millennials grew up with interactive games that usually involve skill mixed with visually stimulating graphics. They enjoy the online gaming experience because it is reminiscent of the video game experience. As millennials are moving into adulthood, their preferences remain the same. They are still seeking skill-based games that are interactive and have a social component. Therefore, when they do visit casinos, they tend to opt for games like blackjack or roulette, instead of a standard slot machine.
By 2020, online casinos are expected to reach $59 billion in internet gaming activity! How will this affect the physical casinos and what can they do to market themselves to a generation that craves instant gratification?
The older generation tends to prefer the slot machines with the simple push of a button and minimal socializing. As this generation makes up a solid portion of the casino industry’s profit, it’s critical that properties still cater to their preferences. However, at the same time, properties must find new ways to engage the millennial player.
Now is a crucial time for casinos to begin asking themselves these types of questions. Casinos need to elevate the slot machine experience for the next generation of gamblers. We know that millennials enjoy reminiscing, so properties should incorporate more video game style slots that are a mix of skill and nostalgia.
But there’s more they can do. Offering a loyalty program to your players can encourage more frequent visits to casino properties. Loyalty programs that offer the ability to accumulate points, both with play and through ancillary services, will increase spend and drive engagement both on, and off, the casino floor.
For a generation that insists on instant gratification and an interactive experience, player loyalty programs can serve as a great motivator for participation. Programs that offer in-person redemption events offering premium product rewards could be the thing that makes millennials put the phone down and engage with your property.