THE CASINO OF THE FUTURE…
The Casino of the Future… Now!
Blaine Graboyes, GameCo CEO, and Chris Downey, VP Casino Operations at Tropicana Atlantic City, look to the future – via the present
W
ith so much discussion on the “Casino of the Future” it’s important to consider what casino operators can do today to test concepts, attract new customers,
and generate incremental revenues. With skill-based video game gambling machines
live in multiple jurisdictions across North America, data is beginning to be available that will offer added insight on what this coveted customer (Gamers, Millennials, and tech-savvy patrons) desires and how to develop experiences that appeal to the next generation of casino patrons. This article brings together opinions and data from both operators and manufacturers to present a vision for implementing the casino of the future, now.
First, it’s worth considering the value of programs
designed to reimagine the gaming floor and to attract non-gaming casino customers (such as those frequenting nightclubs, bars, and restaurants) as well as true “net new gamers” – those who currently do not regularly visit casinos.
While slot machines generate up to 75% to 80% of
casino revenues in most jurisdictions worldwide, the industry outlook suggests the average slot customer has aged 5-10 years over the past decade, forcing Casinos to both maximize revenues from current core customers as well as looking for ways to increase their appeal to a younger audience that represents the future of gaming.
1999 was the last year in which traditional gaming revenue outpaced non-gaming revenue from entertainment offering in Las Vegas. Today, the Las Vegas strip generates only 35% of total revenues from gambling. This trend is echoing worldwide as an aging demographic of traditional gamblers is not regenerating. Generations that grew up with interactive entertainment and social
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media are questioning the appeal of the traditional gaming floor.
One of the key levers available to Casinos is the unique value proposition the posses with their massive investments in world class properties, unparalleled levels of hospitality and extensive amenities that brought together make for a world- class VIP experience.
Operators everywhere are asking themselves - As
innovation develops for future gaming offerings, how can today’s casinos deliver a next generation experience, today? How can a staged, evolutionary strategy provide operators with a path from today’s offerings to tomorrow’s opportunities?
While many casinos are interested to implement a
“casino of the future” they often find themselves with a current constrained product offering for skill-based games and video game gambling. However, by combining these new innovations along with traditional products that align with this demographic profile, operators can now find a path to an immediate implementation that provides first-mover advantages to those having the vision and operational know-how now.
Let’s begin by considering key attributes for the
casino of the future, including the creation of a seamless experience between gaming and non- gaming, implementing a greater degree of technology deployment, offering products that appeal to the video game generation, evoking a “lightness” of design similar to high-end retail, diversified experiences, brand integrations, and the continuing to evolve a top-tier hospitality experience. It therefore becomes possible to imagine an evolved gaming floor that combines these qualities today.
Who are these targeted patrons? Based on industry data from current skill-based games, it’s almost an
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