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Events


IAGA SUMMIT Macau 2018


Much has been written about capturing Millennials. This will ultimately be critical to casinos long term, but it should not come at the expense of the current player-base and untapped portions of the populace beyond the Millennials. The same tools used to entice Millennials can be used to engage other generations as well. By varying content to appeal to a variety of tastes, casinos maintain their relationships and engage newcomers alike.


Edward R. Winkofsky: Some are, some are not doing enough, and some are doing too much. Social media is an engagement and advertising platform, but it is not a substitute for knowing the market. Even the most creative community building content is not going to drive traffic if it is not the right delivery method.


Should operators be chasing the cash-challenged Millennials or targeting their resources elsewhere?


Edward R. Winkofsky: In informal discussions with various operators and suppliers, the consensus was almost universally “elsewhere”. Lasting engagement with the 35-44 year olds is largely seen as the first group where marketing investment makes sense and sustaining baby boomer play still matters.


Joe Pappano:Much has been written about capturing Millennials. Tis will ultimately be critical to casinos long term, but it should not come at the expense of the current player-base and untapped portions of the populace beyond the Millennials. Te same tools used to entice Millennials can be used to engage other generations as well. By varying content to appeal to a variety of tastes, casinos maintain their relationships and engage newcomers alike. A few years ago there was this notion that you could simply place generations into a bucket and then classify them with interests and dislikes. We’ve seen operators pull away from this thinking in recent years as the digital era continues to shift and surprise all generations with new forms of entertainment in which to engage a potential customer.


IAGA Does the image of casinos need to change?


The International Association of Gaming Advisors (IAGA) will hold its 37th annual International Gaming Summit May 14 - 16 at the Four Seasons Macao in Macau, China.


P92 NEWSWIRE / INTERACTIVE /MARKET DATA


Joe Pappano:Without question the image of casinos has, should, and is changing. Trough a focus on innovation, casinos have transitioned from a place to gamble to a destination resort and will continue to evolve into pure entertainment venues. With the introduction of professional sports into Las Vegas the casinos become magnificent entertainment venues of which gaming becomes a smaller subset of their


larger value proposition. Casinos become the beneficiary of having sports teams as they attract, not compete with the same consumer.


With so many entertainment options, in what’s become an era of instant gratification, a fast paced, ever-changing environment keeps patrons interested in what is happening all around them. Tere should also be a variety of options for having fun such as skill games, group activities and team events rather than the individual play offered by traditional games.


Edward R. Winkofsky: It has changed and is changing. We have seen casinos succeed as both national and international destinations as well as regional entertainment centers that draw from a 50-100 mile radius by being more than the casino floor. Good food, shopping, spas, nice hotels, music venues, etc. have sustained traffic even though the regional operator is competing for a different dollar than the strip casinos.


How radically different are the casinos of the future going to be?


Joe Pappano: Folks continue to point to an “integrated resort of the future” – one with more than just gaming, drawing loyal players in as well as new generations. In many ways, we’re experiencing that integrated resort right now. In the future, new technology on new platforms with new security measures and new marketing mechanisms will be unveiled to create new experiences. How this is all tied together to maximize revenue for operators while creating the best experience possible for customers will be the big difference from the historical casino.


Edward R. Winkofsky: Change will continue to be incremental. Te role of mobile devices will continue to be more significant and barriers to participation will likely continue to fall away. Content and delivery systems will also continue to evolve and while the user experience may shift with trends, the fundamentals of having a good time will remain largely constant.


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