The integration of gaming, sports and online innovation is seeing the age of casino customers plummet, potentially solving a problem that has stumped the industry for decades according to American Gaming Association President and CEO Bill Miller.
Delivering the Keynote Address at Global Gaming Expo (G2E) in Las Vegas on Tuesday, Miller highlighted three “mega trends” he believes are driving industry growth with the first being post-COVID success in building new customers in new demographics and taking advantage of technologies to reach them in the ways they need to be reached.
“A decade ago, the gaming industry was trying to figure out why we weren’t appealing to younger generations. The mantra back then was, well, we’ll get them when they’re 50. That’s changing,” he said.
“In 2019, the average age of a casino visitor was 50. Today it’s 42. This is a huge shift for the industry, and it’s one that we need to keep driving to stay on the growth trajectory.”
Miller notes that the end of the pandemic proved a trigger point for younger generations, who found casinos to provide the in-person experiences they had been missing during COVID years.
Since then, operators have increasingly found success in an omni-channel approach to further their interactions with Millennials and Gen-Z.
“Post pandemic, we are continuing to capture younger adults through innovation such as fast growing mobile and online platforms,” Miller explained, noting that the average of online players is even younger at just 34.
“For years now the retail industry has pursued an omni-channel approach that combines physical stores with digital platforms to provide a seamless customer experience. Millennials and Gen Zers, they’ve come to expect this kind of integrated experience and our industry is rising to meet those expectations. For instance, several major operators have launched casino-first iGaming products that allow online gamers to bet digitally and then transfer those rewards to in-person experiences. And industry operators are using data from these integrated platforms to create personalized experiences.”
Also driving this move towards a younger demographic is the integration of gaming and sports – a trend that is particularly visible in Las Vegas thanks to the relocation of spirts franchises such as the NFL’s Raiders and NHL’s Golden Knights to the city.
“Vegas’s transformation echoes a broader integration of sports and gaming and we see this in the widespread partnerships between gaming companies and major sports leagues,” he said. “The result? Fan engagement is rising. Broadcast rights and fees are growing, benefiting athletes and teams alike.
“An entire universe of this new content has been created and it’s been tailored to sports betting fans.”
MGM Resorts CEO and President Bill Hornbuckle echoed Miller’s sentiments during a fireside chat on Tuesday morning, stating, “One of the things bringing down the age demographic here in Las Vegas is sports.”
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