GPWA Times Magazine - Issue 34 - February 2016

COVER STORY The traditional gambling product like a slot machine is not what millennials are looking for. The challenge for online operators is to offer something different; something that’s more socially and experientially based.” — Paul Lauzon Next door on the Las Vegas Strip, Wynn Las Vegas unveiled the new Encore Player’s Club in December, which, ac- cording to a press release, was “built specifically to appeal to millennials.” The 5,013-square-foot venue is situated on the casino floor across from the hip Surrender Nightclub and provides a “unique luxu- ry lounge environment” with a live DJ, lounge seating with tables for up to eight people, and high-top tables for four – all equipped with interactive and social gaming, as well as mobile sports betting. There’s also a specialty cocktail program, a shuffleboard table and a white-lacquer Blatt Billiards table from the Manhattan penthouse of Steve Wynn, CEO and chair- man of Wynn Resorts. “We’re anticipating millennials will be drawn to such an offering,” said Sean Christie, Wynn Las Vegas VP of operations. Paul Lauzon applauds these prodigal ef- forts by casinos. A senior vice president at Ipsos, a global market research firm, Lauzon has run point on an annual study about millennials and gaming since 2008 and knows full well from his findings that it’s imperative for gaming operators to have a plan for marketing to millennials and to act on it now. “Ten or 15 years from now the current ca- sino customer base is going to fade into the sunset,” says Lauzon. “They have to figure out a way to replenish it, and trying to get them [milllennials] through the door with other amenities is a great first step.” As for online casinos, the challenge of attracting the younger crowd is far dif- ferent and much more complex, but cer- tainly not a hopeless endeavor – because millennials, on the surface, have many of Doubling down on millennials