Insight: Land-based Operations
LAND-BASED OPERATIONS PLAYER ENVIRONMENTS
The Evolution of Physical Spaces
How casino and gaming floor design will change the way people play in the future
There has always been far more to a casino than just gambling. Casinos offer a fun and social experience with nightclubs, hospitality, dining and a raft of other services attracting a wide spectrum of customers. With player behaviour changing, perhaps permanently, once the pandemic subsides, casinos will need to recreate the social nature and excitement on their gaming floors in a responsible and sustainable fashion. Operators will utilise new innovative products to drive footfall to casino floors, but just as crucially the physical spaces where players gamble are likely to change radically in a number of ways. In addition, the distance between online gambling and land-based gambling has
narrowed, with both sides competiting for the same player more intensely than ever before.
In many ways the issues facing the casino sector are mirrored across multiple land-based retail industries. Cinemas, for example, need to make people feel at ease sitting in often crowded enclosed environments, just as casinos, by the same measure, need to assure players reluctant to play on busy casino floors. And will customers risk going to a cinema when new films are now so easily available at home or gamble in a crowded space when so many new games are available online?
Change has been accelerated by COVID-19. Studios are now releasing blockbuster films direct to digital platforms as an alternative to location screenings. Likewise, during lockdown, online casinos have seen a huge surge in popularity in all jurisdictions for exactly the same reasons. Retail needs to find a counterpoint to the stay-at-home, stay-safe messaging that’s been such a constant and consistent theme throughout the pandemic.
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