sourcing) reinforce trust, even if they aren’t the primary driver to visit.
What immediate steps should land-based casinos can take to attract young adults? u
Programme the social: shift mix toward group-friendly play; reduce reliance on purely solo formats.
u
Curate the night: foyer activations; vibe dining; residencies that exist only at your venue.
u
Sequence the experience: e.g., Middelkerke-style cabaret nights, outdoor aperitifs, show platform, post-show gaming.
u
Sports as social glue: modern sports bars and, where viable, esports viewing zones.
u
Make it seamless: digital wallet first; in-app spend controls; swift table waitlists; fast F&B ordering.
u
Refresh frequently: this cohort isn’t habit-driven, novelty cadence is part of the value.
What are the pitfalls to avoid when trying to “appeal to Gen Z” u
u Is it worth it trying to appeal to Gen Z now?
Performative branding: forced slang, “Gen Z Nights,” or derivative TikTok trends scream inauthentic.
Copy-paste Vegas aesthetics: in Europe, safety cues matter, overly dark, neon-heavy spaces can misfire.
u
RG-as-slogan: if limits and controls aren’t real and easy to use, they’ll notice.
How will the relationship evolve over the next 5–10 years?
Expect a hybrid model: casinos as social hubs where gaming is one element among entertainment pillars. Older segments remain vital; the design challenge is serving both without dilution. Tat may mean differentiated spaces under one roof (an arcade-like zone for younger adults; a classic, luxury casino for core patrons). And no, younger cohorts won’t “age into” their parents’ media or venue tastes; values and platforms stick.
Yes, Gen Z’s gaming wallet share may be smaller today, with more revenue coming from tickets, F&B, and experiences, but that’s the viable mix shift. Te Las Vegas ‘everything costs more’ backlash shows that value perception matters: charge for the experience, not for ‘regular things.’ Package creatively (e.g., stay-in brunch, on-room activations the day after a big night) to align with the home-body trend while still giving them a reason to come.
What one recommendation will matter most for the next decade
Commit to a continuous curation engine. Gen Z won’t return out of habit, you must re-earn each visit with new programming, refreshed interiors, and distinctive experiences they can only get from you, delivered safely and seamlessly. Invest now; skipping a generation shows up in revenues later.
Gen Z’s gaming wallet share may be smaller today, with
more revenue coming from tickets, F&B, and experiences, but that’s the viable mix shift. Te Las Vegas ‘everything
costs more’ backlash shows that value perception matters: charge for the experience, not for ‘regular things.’ JOERI VAN DEN BERGH
58
Co-founder & Non-Executive Partner, Human8
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