Las Vegas casinos are making big changes to attract younger visitors, a trend highlighted at the Global Gaming Expo (G2E). Industry leaders shared how technology and new experiences are helping bring in millennials and Gen Z, marking a major shift in the gaming landscape.
Shifting to Attract Younger Audiences
MGM Resorts International President Bill Hornbuckle spoke about how the gaming industry struggled a decade ago to connect with younger generations. “A decade ago, the gaming industry was trying to figure out why we weren’t appealing to younger generations,” he said.
Now, MGM is taking steps to change that. One of the company’s new initiatives includes a “Family Feud” game designed to appeal to digital audiences, marking the company’s first venture into adapting popular TV formats for gaming. This move is part of a broader industry trend, with live gaming experiences, like televised roulette, gaining popularity. Hornbuckle noted, “Today at Bellagio and at MGM, there are four simple roulette games being televised directly for live gaming.”
Sports Betting and Younger Customers
Legalized sports betting has played a big role in drawing younger players to the casino scene. The American Gaming Association (AGA) reported that sports betting brought in $11 billion in revenue in 2023. The data shows that nearly half of online gaming participants are aged 18 to 34, signaling a strong demographic shift.
AGA President Bill Miller highlighted the importance of this change: “This is a huge shift for the industry, and it’s one that we need to keep driving to stay on the growth trajectory.” He pointed out that the average age of casino visitors has dropped from 50 in 2019 to 42 today.
FanDuel and Expanding Markets
Flutter Entertainment, the parent company of FanDuel, is a key player in the younger demographic’s growing interest in sports betting. Flutter CEO Peter Jackson shared that the company now serves about 17 million customers and generated $12 billion in revenue in 2023, despite a net loss of $1.2 billion. Jackson also sees great potential in the American market and is exploring opportunities abroad, including in Brazil, where Flutter has acquired a majority stake in a sports betting company.
Investments in Sports and Entertainment
Nevada’s commitment to sports continues to drive growth in the state. Substantial public funding has been dedicated to stadiums that house major sports teams like the NFL’s Raiders. The MLB’s Athletics are also set to move to Las Vegas in 2028. These investments are part of a broader strategy to make Las Vegas more than just a gambling hub but a destination for live sports and entertainment.
Changing Consumer Preferences
The pandemic reshaped consumer behavior, especially among millennials, who now place more value on live experiences. Hornbuckle addressed concerns about whether Las Vegas has reached its peak, saying, “I’ve been hearing that literally from the 1980s,” and affirming that the city continues to grow and evolve.
He noted that millennials, as the largest generation today, are driving this shift. “Millennials are experience-based. 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,” he explained. This change has helped position Las Vegas as a top destination for those looking for more than just gambling.
MGM’s Global Expansion
MGM is not only focusing on its U.S. operations. MGM has applied for a casino license in the United Arab Emirates, hoping toThe company is building a $10 billion resort in Osaka, Japan, set to open in 2030. Hornbuckle also expressed interest in expanding BetMGM, particularly in markets like the UK, the Netherlands, and Brazil.
The resurgence of Macau, another major gaming destination, is also on MGM’s radar. Following the Golden Week holiday, Hornbuckle reported nearly 993,000 tourists visiting Macau, indicating a rebound in the market. He acknowledged that each international market has its own complexities, saying, “Each market is unique. China is unique.”
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