Millennials Have a Huge Role to Play in Gaming's (& Gambling's) Evolution

gambling betting millenials 1

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Fresh after his lunch-time nap, a grandpa puts on his lucky hat and strolls down the block to his favourite casino.
He sits on his favourite chair placed not too far from the isle and near the exit to enjoy his moment of privacy in a crowded place, calmly inserting coins and pulling the lever to almost a rhythmic pace.
And he loves it.
His grandson, however, a member of that mysterious section of society called Millennials that everyone is still frowning upon has a more progressive connotation of fun.
Much like his generation, he too is a lover of adrenaline-boosting video games – some played on his mobile – and lives through a social media mirror that reflects his insatiable desire to be constantly entertained. Being connected and wired to technology from birth, who’s to blame them?
The grandson is on a thrill-seeking ride which gambling operators had been failing to provide.
A cornerstone of the American gambling scene – Las Vegas – stands as the biggest proof that operators had been engaged in a losing race against the speeding pace of the new generation.
Revenue numbers from 1984 up to 2016 show that the Vegas Strip generated 34.24% of the revenue from gambling, which is a drastic change in rate from 33 years ago and its whopping 58.63%.
Much has changed over the past couple of decades and gambling is undergoing constant changes with demographics. The focal point has switched from traditional casinos to online versions.
Classic slot games are being disregarded as remnants of times old and gone, with video slots remaining one of the only muscles operators have to flex in front of the challenging Millennials.
Interactivity, innovation and a need to use skill instead of randomness is what drives this new generation forward. Fortunately, operators and legislators are beginning to realise that the game of catching up is not impossible to win.
Millennials have a hugely important role to play in every social aspect and sense knowing that by 2020 nearly half of the global workforce will be made up by them, as pointed by PWC. Brands and business – gambling ones included – have already started working on how best to change their own image to better appeal the new cultural views brought in as standard by this fledgling generation.
Maryland is one of the States that has taken the step forward. A panel of several gaming corporations got together in a committee meeting not too long ago to discuss legislative options. These could help operators move one step closer to Millennials with activities such as esports or other skill-based games.
“As Maryland’s casino market matures, each of the six casinos is fine-tuning and adjusting its gaming floor to meet customer trends and demands,” said Carole Bober Gentry, managing director of communications for the Maryland State Lottery and Gaming Control Agency.
Skill-based games and esports games could successfully address the challenge the video game-hungry generation has presented in front of the gambling operators and legislators, by becoming available competitively both online and at live events.
Harrah’s Resort Southern California, is an even earlier example of positive practice that is following the Millennials’ trend. Two of the Gamblit Model G machines – about the size of a foosball table –  were introduced in the Harrah’s Casino back in April in effort to lure young players. These fast-paced multiplayer machines combine the excitement of a video game technology with wagering, for a positive response that resulted in Gamblit receiving requests from Australia, Asia and Latin America.
Mobile versions of games such as Jetpack Joyride quickly followed, allowing operators to widen their customer base by stepping outside the conventional boundaries of a land-based and online casino alike.
Millennials are setting new trends and forcing the gambling industry to constantly rethink their strategies, thus pushing the technical boundaries forward as well.
And with this young generation behind the steering wheel, who knows where the gaming/gambling industry will take us further down the line.
 

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