Casino Customers Getting Younger Amid Innovations in Gaming and Entertainment

The gaming industry is undergoing a significant transformation, as innovative approaches and a focus on younger demographics are reshaping the casino landscape. American Gaming Association President and CEO Bill Miller emphasized these changes during his keynote address at the Global Gaming Expo (G2E) in Las Vegas. He outlined three “mega trends” that he believes are driving growth in the sector, with a particular emphasis on the integration of gaming, sports, and technology.

One of the most striking trends is the noticeable decrease in the average age of casino visitors. Miller pointed out that the average age has dropped from 50 in 2019 to 42 today. This shift is crucial for an industry that has historically struggled to attract younger customers. Miller was quoted as saying in a report published by Inside Asian Gaming, “A decade ago, the gaming industry was trying to figure out why we weren’t appealing to younger generations. The mantra back then was, well, we’ll get them when they’re 50. That’s changing.”

The COVID-19 pandemic served as a turning point, particularly for younger generations seeking in-person experiences that had been absent during lockdowns. As casinos reopened, they became attractive destinations for Millennials and Gen-Zers looking for social interactions and entertainment. Miller noted that this demographic shift has been bolstered by an omni-channel approach that many operators are adopting to enhance customer engagement.

Miller highlighted how casinos have started to embrace an omni-channel strategy that blends physical and digital experiences. This approach allows operators to connect with younger audiences in ways they prefer. “Post-pandemic, we are continuing to capture younger adults through innovation such as fast-growing mobile and online platforms,” he explained. The average age of online players is even lower, at just 34 years.

Miller drew parallels with the retail industry, which has successfully integrated physical stores with digital platforms to offer a seamless shopping experience. He stated, “Millennials and Gen Zers have come to expect this kind of integrated experience, and our industry is rising to meet those expectations.” Major operators are now launching casino-first iGaming products, allowing online players to earn rewards that can be redeemed for in-person experiences.

This data-driven approach helps operators create personalized experiences that resonate with younger customers. By leveraging insights from integrated platforms, casinos can tailor offerings to individual preferences, enhancing customer satisfaction and loyalty.

Another significant factor in attracting a younger demographic is the growing integration of gaming and sports. This trend has been especially noticeable in Las Vegas, where major sports franchises like the NFL’s Raiders and NHL’s Golden Knights have relocated. Miller pointed out that the convergence of sports and gaming has led to increased fan engagement and new content tailored for sports betting enthusiasts.

“Vegas’s transformation echoes a broader integration of sports and gaming,” he stated. “We see this in the widespread partnerships between gaming companies and major sports leagues.” This collaboration has resulted in growing broadcast rights and fees, benefiting not only athletes and teams but also the gaming industry as a whole.

MGM Resorts CEO Bill Hornbuckle echoed Miller’s sentiments in a fireside chat at G2E, noting that sports are indeed a significant factor in lowering the average age of visitors to Las Vegas. “One of the things bringing down the age demographic here in Las Vegas is sports,” he confirmed.

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