Holy hell, if I never read another article about millennials and gambling it would be great by me. And yet here I am writing one.
So let’s get to it, how can I, an unknown blogger who doesn’t work in the industry add any value to this conversation? I’m a digital and brand marketing strategy guy by trade and so I look at this as a strategic marketing question rather than a gaming issue.
What do millennials want? I don’t really know. I’m GenX, my kids aren’t old enough to be millennials, but I do know how I would create an experience that may make the gaming experience more attractive to those who will be the next generation of players.
Experience. That is the key word. When between 3 to 8 millennial friends get together and say let’s go to Vegas (or another gaming destination) all of them can have an experience at the pool, or the club, or a show, or shooting guns, or driving exotic cars or picking up girls/guys, etc with ease. But how many of them can have an experience at a craps table or blackjack or roulette without any friction? One, maybe two? Maybe it is the money, or not knowing the rules, or losing too quickly, or feeling insecure, or who knows why, but there are too many potential barriers which don’t exist with other activities.
So here goes. Let’s make gaming an experience. If you have 3+ people under 35 in your group staying at my casino you get to have an hour behind the tables – not the ‘free gaming sessions from 11-noon’ but a real experience. You get your own private tables to deal blackjack to your friends, you get to rake the craps dice, you get to spin the ball in the roulette wheel. Holy shit I want to spin the ball!!! But wait, random blog guy, with no experience in the industry we can’t do that! There are rules, and millennials want to play Frogger, and what about the social media, this will never work.
Whatever, you are smarter than me, figure it out. Do this with Total Reward credits, oh snap, you just signed up a bunch of millennials to your rewards program! Screw Frogger or whatever the hot game is, by the time you put it in your casino the kids will have moved on to the next game and you’ll have a bunch of lame old games on your floor. And can you think of something more Insta-friendly than a pic of you spinning the roulette ball for your friends at your own private table in Vegas?
And after your super-friendly staff has made this experience amazing for their new friends, guess what, they will feel really confident in their ability to play these games with real money using the credits they just earned on their rewards cards. And maybe they’ll tell their friends about it and when they come back to see their favorite DJ this summer. They can tell their friends they once dealt blackjack and they will show them how to play after they hit the pool.
So there you go. You’re welcome casino industry. And when you are ready to run the test case I’ll be happy to be your marketing strategy consultant.