Casinos wish they could come up with the perfect system to attract millennials. The reasons why casinos have their eyes on the millennial generation makes sense. Young persons have a tendency to be freer with their money than older, more conservative members of the consumer world. This is why the goal of radio and television ratings to draw a huge audience of people between the age of 18 and 49. Again, these are the people most likely to spend money. The older half of that age bracket do like casinos. Younger persons, however, are not sending a lot of business in the direction of casinos.
The casinos realize they have to come up with something new, something compelling, in order to draw in a younger crowd.
Millennials and casino gambling are not usually talked about in the same breath. Most assume that younger persons have only a mild interest in gambling as casinos skew more towards older demographics. There are still quite a number of young persons who enjoy casino gambling. Perhaps the rebirth of the James Bond series played a role in casino gaming – online and the traditional variety – becoming more popular with certain segments of the younger crowd.
Things are a bit more complicated, however, as casinos are finding the taste of millennials to be focused on particular games.
Why would casinos care about what particular games the millennials opt to wager on? Slot gaming is traditionally the most lucrative for casinos. People play longer and are able to make very small bets. A person can wager twenty-five cents if he or she wishes. If millennials are staying away from slot games, then the casino is not maximizing its success potential with the slots. This is why you see so many movie-themed slot games. The themes are intended to attract younger persons.
The casinos are not the only ones who wish young persons would play slot games. The the various states in which casino taxes run into government coffers, boosted gaming revenue means easier balanced budgets. Local and state governments would benefit from young persons taking up slot gaming instead of other selections. The government and the casino cannot force anyone to play a particular game. So, the only remaining option is trying to come up with a new system that is appealing enough that young persons opt to give slots a try.
Tax revenue is declining in numerous states, which is why there is some prodding going on to come up with the vaunted new system. Whether or not the casinos are going to be successful in doing this remains to be seen. At least the gaming establishments are putting some effort into the plan.
Drawing in younger persons requires providing things young people enjoy. Turning the old-time “bar with a lounge singer at a piano” into a vibrant nightclub is one way. Infusing the casino with an interior décor and style that is appealing to young ones is another. Attracting millennials into a casino is not going to end up working out if the young ones walk into the door, say “This is not for me”, and then walk right out.
Marketing to millennials might bring them in the door, but the problem so many casinos run into is the younger set stays away from slot games. Millennials may enjoy Red Dog, roulette, or blackjack, but they do not seem to embrace slot gaming.
Really, the casino has to embody a sense of fun. If not, then young persons are going to avoid it. They do not look at gambling from the workhorse perspective older, more experienced gamblers do.
Young persons are not likely to go inside of a casino by themselves. Yes, there may be some young people who are good at gambling and choose to go to the casino on their own. Most, however, like to go casinos in groups of friends. Unless the marketing plan of the casino attempts to draw in groups of young persons, then the marketing plan is not going to work. Promises of a progressive jackpot simply do not deliver the same effect on millennials as they would on senior citizens.
The casinos (and taxing authorities) can take solace in the fact that people under 35 who go to a casino are more willing to spend money on dining, drinking, and checking out entertainment offerings. The four young persons drinking at a bar and ordering food while watching a football game on a big screen television are funneling money to the casino. And yes, there is sales, business, and income tax paid on the funds.
One interesting direction the casino could go in would to expand the number of fantasy-related games designed for gambling. These games are not easy to design. Coming up with a concept for a game that is appealing is often elusive. Since these games are rooted in technology, the cost of coming up with a hit are very high. This is why new games from the fantasy/videogame realm are not available in abundance. The ones that are available seem to be doing quite well.
Whether or not casino gaming becomes the hot new thing with millennials is not important right now. A more tangible goal would be to simply increase the numbers of those interested. Slowly growing those numbers over time definitely helps casinos build up revenue.