Las Vegas Casinos Attracting a Younger Generation: Trends from the Global Gaming Expo (G2E)
Las Vegas, once synonymous with high-stakes gambling and luxury resorts, finds itself evolving to meet the needs and interests of a new demographic: millennials and Gen Z. The recent Global Gaming Expo (G2E) showcased the industry’s dedication to transforming the gaming landscape, highlighting how technology and innovative experiences are drawing younger visitors into the fold. A shift in marketing strategies and service offerings is set to redefine the future of casinos in Sin City.
Shifting to Attract Younger Audiences
As the demographics of casino-goers evolve, industry leaders are acutely aware of the changes necessary to maintain relevance. MGM Resorts International President Bill Hornbuckle remarked on the gaming industry’s struggle from a decade ago: “A decade ago, the gaming industry was trying to figure out why we weren’t appealing to younger generations.”
Fast forward to today, MGM is taking proactive measures to address this challenge. One innovative initiative includes the introduction of a "Family Feud" game, designed specifically to engage digital audiences. This represents MGM’s foray into transforming popular television formats into interactive gaming experiences. Additionally, the trend toward live gaming continues to gain traction, with Hornbuckle pointing out that live broadcasts of roulette games are becoming a staple at venues like the Bellagio and MGM properties.
Sports Betting and Younger Customers
One of the most compelling drivers of younger visitor engagement is the rise of legalized sports betting. According to the American Gaming Association (AGA), sports betting contributed an impressive $11 billion in revenue in 2023. Notably, nearly half of online gaming participants are in the 18 to 34 age bracket, illustrating a significant demographic shift that cannot be ignored.
AGA President Bill Miller has been vocal about the importance of this generational change. He emphasized, “This is a huge shift for the industry, and it’s one that we need to keep driving to stay on the growth trajectory.” The average age of casino visitors has dropped notably from 50 in 2019 to 42 today, reinforcing the need for the industry to adapt and innovate.
FanDuel and Expanding Markets
Flutter Entertainment, the parent company of FanDuel, is at the forefront of fostering younger audiences’ interest in sports betting. Flutter CEO Peter Jackson revealed that the company now boasts approximately 17 million customers and generated $12 billion in revenue for 2023 despite facing a net loss of $1.2 billion. With a keen eye on growth, Jackson sees immense potential in the American market and is actively exploring international opportunities, most notably in Brazil, where Flutter has acquired a majority stake in a sports betting company.
Investments in Sports and Entertainment
Nevada’s commitment to bolstering its sports infrastructure is pivotal in attracting fresh crowds to Las Vegas. The state has channeled substantial public funding into sports facilities, accommodating major teams like the NFL’s Raiders. Moreover, the MLB’s Athletics is set to relocate to Las Vegas in 2028, signaling a broader strategy to reposition the city as a destination not only for gambling but for live sports and entertainment as well.
Changing Consumer Preferences
The global pandemic has reshaped consumer behavior, particularly among millennials, who are increasingly valuing live experiences over material possessions. Hornbuckle highlighted this cultural shift, stating, “I’ve been hearing that literally from the 1980s,” as he reassured that Las Vegas will continue to grow and adapt.
Hornbuckle noted that millennials, now the largest generational cohort, are fundamentally experience-driven. He expressed a clear distinction in priorities, remarking, “I like stuff. I like cars, I like my stuff. My daughter likes her friends. They travel, they do things that I would never have contemplated spending that much money on at that age.” This experience-centric mindset has firmly positioned Las Vegas as an appealing destination for those seeking more than just traditional gaming.
MGM’s Global Expansion
MGM’s ambitions are not contained within U.S. borders; the company is also eyeing international expansion. MGM has formally applied for a casino license in the United Arab Emirates and is investing heavily in a $10 billion resort in Osaka, Japan, slated to open in 2030. Hornbuckle expressed excitement about the potential for BetMGM to expand further into global markets, including the UK, the Netherlands, and Brazil.
Meanwhile, the resurgence of Macau as a major gaming destination is also on MGM’s radar. Hornbuckle noted the influx of nearly 993,000 tourists post-Golden Week holiday, indicating a market recovery. He acknowledged the complexities of each international market, stating, “Each market is unique. China is unique.”
Conclusion
The Las Vegas gaming industry is undergoing a transformative period, with clear steps being taken to engage younger generations. From innovative gaming adaptations to the booming sports betting market, the strategies discussed at G2E showcase a deliberate pivot toward an experience-driven future. With investments in sports and entertainment alongside global expansion, Las Vegas is poised to redefine itself not just as a gambling capital, but as a comprehensive entertainment hub that resonates with the values of the modern consumer.
