GPWA Times Magazine - Issue 34 - February 2016

Millennials are taking over the world. Well, not really. But it certainly feels that way, particularly if you’re in marketing. It doesn’t matter what you’re selling, it seems every business sector on the planet is steadfastly rejigging its promotional efforts toward attracting Generation Y, which includes those born between 1980 and 2000. According to Viacom, this coveted group will make up 75% of the global workforce by 2025, and Barron’s points out that millennials will outnumber baby boomers and account for one-third of all retail spending in the U.S. within the next five years. Casinos are no different in their pursuit of this wildly attractive demographic. In the brick- and-mortar world, prominent operators are methodically implementing major changes to their offerings and presentation with the goal of enticing millennials. To wit, this past fall the Palazzo in Las Vegas introduced a “modern gaming experience” with the opening of Lavo Casino Club, offering guests the chance to play blackjack and craps with “Vegas-style VIP bottle service, mixology and Italian cuisine.” Doubling down on millennials The most lucrative market for online gambling may be one that hasn’t been sufficiently targeted. By Gary Trask 31 Doubling down on millennials