… THE BIG INTERVIEW IN A POST-COVID WORLD SECTION 5: Younger gamblers poised to drive growth
This research uncovered a dynamic that has long been on the radar of casinos, and as the world recovers from the pandemic, the casino industry will see an acceleration in both the concern and opportunity of attracting a new generation of gamblers.
Older gamblers showed signifi cantly more hesitation over the safety of returning to casinos. Gen X and younger gamblers showed the greatest confi dence and interest in returning. As younger gamblers lead the charge
toward recovery for casinos, casinos should pay attention to the trends that may come with this generation of gamblers, including an interest in new types of games, as well as a growing trend toward online and mobile gambling (pay-to-play/free-to-play).
CONCLUSION
It’s clear that a post-COVID world looks very different from what we’ve known before. As we look forward and prepare to support the recovery of our industry, fi nding a new normal that addresses consumer concerns and meets their expectations will be critical. The data shows that gamblers are confi dent
in returning to casinos, but only if and when they’re reassured by new, heightened health and safety standards. It’s evident that people miss the excitement of the in-person casino experience. In an uncertain economy, operators are going to be challenged with fi nding new ways of attracting players to the casino fl oor — an ongoing struggle that the casino industry has been working to address for some time. With older generations showing signifi cantly
more hesitancy to return to public places amidst higher concerns about personal health and safety, casinos are once again challenged with attracting new and younger demographics that they haven’t previously been able to reach. Poised as the potential main drivers of industry recovery going forward, these younger generations have very different preferences than their predecessors. Where once traditional slots were the main draw of casino gaming, the data hints that new types of games and experiences may become the most sought after attractions.
MAY/JUNE 2020 39
METHODOLOGY
To reach 1,000 gamblers, the company worked with a panel provider to create a random, voluntary and anonymous sample of respondents from across the United States. The respondents were
that they gamble in casinos and a range of player types were included, from those who frequent casinos to those who gamble here and there.
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