…NOW!
even gender mix of 55% males and 45% females, and an average age of 42-47 years old. This presents a meaningful opportunity for crossover between current slot customers and younger patrons frequenting entertainment offerings.
What games are these patrons playing? Based on
data from rated patrons, video game gamblers are not only playing these new, innovative products but are also playing traditional casino games such as poker, blackjack, and roulette as well as branded video slots. Data shows there is a particular crossover with newer games such as The Walking Dead, Game of Thrones, and Britney Spears from manufacturers such as Aristocrat, further illustrating the value to reconfigure certain areas of the floor to combine these offerings while differentiating from, rather than alienating them, at today’s typical casino patron. Of these games played by skill-based gamers, 21% of play was poker, 8% was roulette and blackjack, and the majority of play (70%) was video reel slot machines.
Proceeding to seamlessly layer in retail with boutique food and beverage, along with a combined entertainment experience with DJ’s, we begin to see the immediate potential to reconfigure the gaming floor without the need for further product offerings. This creates the ability to drive earlier adoption and retention of new customers directly leads to generating considerable incremental revenue for casinos.
The next step would be the addition of esports and
content programs, such as those being pioneered by Tropicana, Caesars, MGM, and Downtown Grand. There is no longer skepticism about the importance and value of these possibilities but instead there is now interest in how to initiate strategies that leverage these industry trends. The key is developing a daily, year-round offering that makes use of casino infrastructure and expertise without relying too
heavily on third-party partners. While there are a growing number of “tentpole” esports events each year, these very customers are looking to gather, socialize, gamble, and spend meaningful dollars on a regular, ongoing basis. As such, the opportunity should not be left untapped to afford this growing group of customers a reason to visit and enjoy all that casinos have to offer outside of one-off esports or entertainment events.
Additional initiatives may include cutting-edge
amusements such as virtual reality and interactive sports, similar to those currently being offered at Level Up in Las Vegas. Casino operators can also build on their history of innovation and unique product offerings to deliver a meaningful, authentic experience for these new customers.
It now becomes easier to imagine a strategy with an acceptable outlay requirement nd appealing return on investment that provides an immediate product along with a path to ongoing innovation.
The next 3-5 years will be a watershed time in our industry as the speed of innovation adoption exceeds previous decades. Customers who grew up playing video games and interacting with social media are looking for a greater degree of engagement than previous generations. Casino operators dedicated to remaining ahead of the market will have the ability to mitigate risks while maximizing profits along with making optimal use of their considerable infrastructure investments.
As is usually the case with new initiatives, it’s likely
less important for casinos to get the exact configuration of the casino of the future perfect now – and instead to leverage the opportunity to gather early data, make quick iterations, grow communication with new customers, and build programs for today and tomorrow.
SEPTEMBER 2017 93
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