Events
IAGA SUMMIT New York 2017
Although most early predictions were overly optimistic, the legalisation of Internet gaming in conjunction with land-based casinos in Nevada (poker only), New Jersey, and Delaware has resulted (so far on a relatively small scale) in bringing a younger demographic to the land-based casino. However, initial cross-marketing efforts did not address the crucial fact that the casino floor, with its predominance of traditional slot machines, did not appeal to this younger demographic.
Yes, in recent years slot machine visual displays were updated with plasma screens, interactivity features, and pop culture themed games. Manufacturers recognised the appeal of a skill-based element, and created games with optional skill-based bonus features. However, as slot machines were often defined by statute or regulation as “games of chance,” further foray into the production of slot machines with skill elements was restricted. And a mere bonus feature was not enough to attract the same tech savvy millennials playing regulated games on the Internet. Tese millennials knew that despite new “bells and whistles,” and even with a bonus skill element, slot machine technology was essentially the same as in 1895 when the first US slot machine reportedly appeared in California.
In hindsight it is easy to see why the old technology does not appeal to most millennials who grew up playing video and electronic games where their actions and abilities impacted game outcome. Tese ‘gamers’ don’t want to lose just because they have ‘run out of luck.’ Having grown up with “social” media and ‘social’ non-casino gaming, many are looking for a ‘social’ experience to accompany their play. Game enjoyment stems from interaction and competition with others. Sitting in front of a slot machine with a totally randomly determined outcome is an isolating passive experience with as much appeal as putting money into a broken soda machine.
Still, not all the millennial news was bad. Although not playing slot machines and sometimes not gambling at all, millennials were visiting casinos to enjoy non-gaming amenities such as nightclubs, day clubs, bars, restaurants, and concert venues. Using Las Vegas as an example, Eric Meyerhofer, the CEO of Gamblit Gaming, a prescient skilled game developer, succinctly summed up the age gap as follows: “Te majority of visitors to Vegas are under the age of 50, while the majority of those who play slot machines are over 50.”
Realising a dramatic change was necessary, casinos NEWSWIRE / INTERACTIVE /
247.COM P73
Slot handle and slot revenue in commercial United States
jurisdictions peaked in 2007, and has been steadily declining. The only rising
statistic is the average age of a slot machine player. The idea that the onset of gray
hair and wrinkles would turn a millennial into a slot player became a myth.
IAGA
The IAGA will hold its 36th annual International Gaming Summit May 30-June 1, 2017 at the JW Marriott Essex House, New York, US.
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