GPWA Times Magazine - Issue 34 - February 2016

the attributes that make them appealing to online entities. This includes, first and foremost, that they are “connected.” “Millennials are the first generation of people who have been virtually con- nected with technology since birth,” says Chris Capra, U.S. Marketing Manager for 888Poker and 888Casino. “Digital ther- mometers, scales, baby monitors, Leap Frog devices, video games, digital camer- as, computers, smartphones, tablets. This is a generation of people who have never not known a computer of some sort, and for as long as they have been interacting with technology, they have been connect- ed to most of the rest of the planet while doing so. Being fluent with technology is a reality of all current and future genera- tions of people. This is a lesson all casinos need to learn.” Secondly, according to a survey con- ducted in May 2015 by The Halo Group, a New York-based branding and market- ing agency, 48% of millennials are already playing online casino-type games on their mobile phones. The survey, which target- ed 250 respondents identified as millenni- als ages 21-34, and another 250 identified as mobile gamers age 21 and over, also found that two out of three millennials had gambled at a casino or an online ca- sino within the past year, while 25% of those who didn’t visit a casino said they would gamble online for real money. But both researchers and operators in- dicated that, while millennials are an in- nate target audience for online casinos, the operators aren’t entirely reaping the benefits – yet. “It’s complicated because whenwe looked at millennial participation at online ca- sinos, their attitude directly reflects that of the land-based audience,” Lauzon ex- plains. “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 expe- rientially based.” “The bottom line is that you cannot dic- tate what people want to do,” said Mark Giannantonio, president of Resorts Casino Hotel in Atlantic City, New Jersey. The Mohegan Sun property opened a new i-Gaming Lounge last year and launched an online casino with the hopes of build- ing a bridge to the brick-and-mortar casi- no. “You have to create an experience and build an environment.” A survey unveiled at the 2015 Global Gaming Expo in Las Vegas by YMS Design and Architecture asked millenni- als to fill in the blank: “The ideal gaming experience involves __________.” After the obvious No. 1 answer (win- ning!), other popular choices included “fun, fresh environments,” “people my age around me” and “games based on more than just a random algorithm.” So, since online casinos can’t open a new nightclub or lure millennials with free cocktails, they would be wise to take the above answers to heart and attempt alter- native strategies, such as: Skill games: “Skill-based games are all the buzz today because millennials, and Generations X and Y, grew up around vid- eo games and interactive entertainment,” Capra says. “We’re not content with being a passive participant in the process. Even when we watch TV now, we want inter- active features and the ability to watch a program on demand. Skill-based games seem like a good way to attract players of the younger generations, but this alone won’t do it. The games must have compel- ling content, playability and enjoyability.” Design: “Operators could do a better job with the look and feel of their online ca- sinos when it comes to trying to attract a younger crowd,” says Chris Barredo, vice president of brand strategy at The Halo Group. “It seems that most of the casinos look very similar to what they looked like five or 10 years ago. They need to refresh and make them more in line with what millennials prefer.” Todd Haushalter, chief product officer at Evolution Gaming, a live casino solution provider, agrees. “Businesses should be careful not to throw clunky, alienating devices or web- sites at them and expect patience or ac- ceptance,” he told an audience at a G2E seminar about building millennial loyal- ty. “Millennials are used to convenience. They want it now and they want it to come easy.” Credibility in content: “This isn’t really limited to millennials, but we are all try- ing to ‘crack the code’ when it comes to them so emphasis on credibility and au- thenticity gets credited to them,” says Capra. “Information is at our fingertips at all times today and, unlike older genera- tions, the millennials know no other re- ality. They grew up seeking out credible advice in the forms of reviews, opinions, etc. on the Internet and continue to do so when engaging with a brand or activity. Reaching them through these third-party sources is essential to gaining the trust and the engagement frommillennials. Casinos need to up their game in this way.” The Encore Player’s Club at Wynn Las Vegas was designed specifically to appeal to millennials. 33 Doubling down on millennials