The gaming industry is experiencing a significant shift, with a younger customer base rapidly emerging, largely driven by the integration of sports and online platforms. This transformation, discussed by Bill Miller, President and CEO of the American Gaming Association (AGA), during his keynote address at the Global Gaming Expo (G2E) in Las Vegas, marks a new era for casinos as they embrace these changes to capture the interest of younger generations.
Gaming’s new demographic shift:
One of the most striking developments highlighted by Miller is the dramatic reduction in the average age of casino visitors. Back in 2019, the typical casino patron was 50 years old. Today, that figure has dropped to 42, a shift that Miller considers vital for the industry’s future success. “This is a huge shift for the industry, and it’s one that we need to keep driving to stay on the growth trajectory,” he remarked.
The younger audience, made up primarily of Millennials and Gen Zers, has become an essential demographic for casinos, particularly after the COVID-19 pandemic. Miller noted that the pandemic served as a catalyst, with many young adults seeking out entertainment options they missed during the lockdowns. Casinos, with their in-person experiences, filled that void, leading operators to focus on capturing and retaining this younger clientele.
To further engage with younger audiences, the industry has turned to an omnichannel approach, integrating both physical casinos and digital platforms. Online gaming and mobile apps have gained immense popularity, with the average age of online players now as low as 34. This shift is not just about offering traditional casino experiences digitally, but also about tailoring those experiences to meet the expectations of younger players.
“For years now the retail industry has pursued an omni-channel approach that combines physical stores with digital platforms to provide a seamless customer experience,” Miller explained. The gaming sector is now following suit, with many operators launching iGaming products that allow players to earn rewards online, which can be used in physical casinos.
Sports and gaming: a growing partnership:
Another major trend reshaping the gaming industry is the convergence of sports and gaming, particularly in Las Vegas. The city has seen the relocation of major sports teams, such as the NFL’s Raiders and the NHL’s Golden Knights, turning it into a hub for sports fans. This, in turn, has enhanced fan engagement and opened up new opportunities for casinos.
“Vegas’s transformation echoes a broader integration of sports and gaming. The result? Fan engagement is rising. Broadcast rights and fees are growing, benefiting athletes and teams alike. An entire universe of this new content has been created and it’s been tailored to sports betting fans”, Miller said.
MGM Resorts CEO Bill Hornbuckle echoed Miller’s sentiments, highlighting how sports have contributed to the decreasing average age of visitors in Las Vegas. “One of the things bringing down the age demographic here in Las Vegas is sports,” he stated during a fireside chat at G2E.
Responsible gaming: a key priority:
As the gaming industry grows, it is also strengthening its commitment to responsible gaming. Miller underscored that the AGA has made responsible gaming a top priority, especially as the industry expands and attracts more public scrutiny. “The bigger and more successful we get as an industry, the more scrutiny we attract,” Miller said.
In contrast, illegal gambling operations continue to pose a challenge. These unregulated operators do not adhere to the same standards as legitimate casinos, leading to potential harm to consumers. “The illegal alternatives, they’re still a problem. They’re still out there. They don’t subscribe to any of those values,” Miller remarked, as Inside Asian Gaming reports.
To address these challenges, the industry is investing heavily in responsible gaming measures, including technology that helps identify at-risk behaviors, improve age verification, and enhance geolocation protocols.
