\nWhen I come to the casino, I\u2019ll have six of my buddies with me and we want a blackjack table so that all of us can play and interact at the same time.<\/p>\n
\tI have a list of our favorite drinks and microbrews that we\u2019d like to have while we\u2019re playing.<\/p>\n
\tOh, and since we\u2019re all Michigan State grads, we\u2019d like to be sure that the Nebraska game is on a television we can all see because we\u2019d like to catch the game as we play.<\/p>\n
\tAnd because we\u2019ll be watching the game, the pace of our play may be a little slower \u2014 hope that\u2019s OK.<\/p>\n
\tWe also want to make sure it\u2019s all right for us to take pictures at the table so that we can show some of our other friends what a good time we\u2019re having.<\/p>\n
\tHow would a Las Vegas casino respond to such a request?<\/p>\n
\tScott Hess, senior vice president of human intelligence and strategic research for Spark, a Chicago-based media company that, among other things, assesses branding and marketing to different generations, believes that to be a scenario that could someday play out if casino companies want to succeed at attracting Millennials.<\/p>\n
\tThe Millennials, born between 1982 and 2004, is now the largest living generation of consumers, some of whom are entering their prime earning and spending years, and have philosophies about life that are far different from the Baby Boomers that have been the key demographic casinos have targeted for years.<\/p>\n
\tHess spoke Thursday at the final day of the Global Gaming Expo at The Venetian where 27,000 gaming industry professionals viewed new products on the trade show floor and heard comments from industry experts in presentations and panels.<\/p>\n
\tHess said it\u2019s important for casino company executives to consider the values of Millennials if they want them as customers.<\/p>\n
\tIt\u2019s a generation that values happiness over money, love over career and savvy over sexy when it comes to choosing a life partner.<\/p>\n
\tHaving lived through a recession, they\u2019re optimistic about the future and they thrive on trying something new.<\/p>\n
\tSome characteristics the average Millennial shares is important to casino companies: They find risk-taking exciting, enjoy VIP treatment, will listen to celebrity endorsements and will look to their friends and third-party sources on social media for recommendations about products and experiences and will gladly share their own opinions about things in online reviews.<\/p>\n
\tSome of the brands that have discovered the Millennial niche market are Apple, Nike, Aeropostale and American Eagle.<\/p>\n
\tAs far as casino experiences are concerned, Hess said the Cosmopolitan Las Vegas has come closest to finding the formula to market to the Millennial generation.<\/p>\n
\t\u201cBy Las Vegas standards, it\u2019s pretty small,\u201d Hess said. \u201cIt\u2019s basically a mall and a club that just happens to have a casino.\u201d<\/p>\n
\tBut the property has attractions that appeal to the generation and an advertising campaign that alludes to the surprising experiences inside.<\/p>\n
\tMillennials view technology as a fun enabler and that provides another avenue for managers of casino slot floors to embrace another aspect of the generation\u2019s mindset \u2014 donating to charitable causes.<\/p>\n
\tHess suggested that a casino company could set programming on some slot machines to divert a portion of winnings to a charitable cause. That way, a player could give to a cause while enjoying the casino experience.<\/p>\n
\tHess noted that because of the Millennial generation\u2019s proclivity to share their experiences and product ratings on social media, it wouldn\u2019t take long for a casino property\u2019s treatment of Millennial customers to spread on Facebook, Twitter and Instagram.<\/p>\n
No replies were posted for this topic.<\/p>\n","protected":false},"excerpt":{"rendered":"
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