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How Are Casinos Attracting Millennials?




When it comes to connecting with the younger generation, businesses can just as easily succeed as they can fail, and more often than not, it’s the latter rather than the former. In the world of gambling, things such as scratch cards, horse racing and pub floor fruit machines don’t often cut it for the newer generation, with many young people that choose to opt into the gambling world choosing avenues such as online casinos and mobile apps to take part. The attraction of conventional gambling tends to be lost on the 18-24 age bracket, so what can Casinos do to rekindle the fire, and the interest of younger gamblers?

A recently published study by the UK Gambling Commission found that 68% of 18-24 year olds have been prompted to gamble by adverts and posts on social media, rather than through regular print or traditional media. This highlights the clear difference between generations that is becoming more and more apparent within physical casinos, with the younger generation heading to places such as Vegas and Monte Carlo for non-gambling activities such as luxury hotels, live shows and performances, clubs, restaurants and general entertainment. To adjust to this change in interest, over the past few years casinos across the world have sought to increase the attraction for their customer base by adding more high end features such as gourmet restaurants, luxury hotel suites, hip nightclubs and expensive pool complexes and spas.

Gambling has always (and quite rightly so) been marketed as a grown up activity, especially with Hollywood franchises such as Bond or Ocean’s Eleven being tied so heavily around Casinos and Roulette tables, so understandably it’s difficult for younger people to find it attractive. But with the increase of mobile apps, casinos, entertainment branding and social media giants such as Dan Bilzerian and DJ Steve Aoki earning eye watering amounts of money in E-Sports, a surge of interest may be just around the corner.

It’s looking like avenues such as brand tie-ins, celebrity endorsements and social media are the key to branching out to the younger generation, and companies are going to have to think heavily outside the box if they want to reach a newer audience, and keep the world of gambling and casinos fresh, new and innovative.
Article courtesy of Paddy Power Casino