Insight: How gaming can shift focus to attract millennials

Insight: How gaming can shift focus to attract millennials

Thursday, December 10, 2015 Totally Gaming
Peter Yesawich will present a webinar on how gaming can attract more young people

Gaming needs to shift its emphasis from offering an opportunity to win money to the possibility of having fun and being entertained if it is to attract the millennial crowd.

That is the view of Peter Yesawich, vice chairman of marketing giant MMGY Global, who will take part in a pre-ICE webinar on Monday, December 14, discussing the importance of young people to the future of the land-based industry.

MMGY recently conducted a study of US millennials – defined as those born between 1980 and 1997, who make up 33 per cent of ‘active travellers’ – and found that just 38 per cent described gaming as being a ‘very or extremely desirable’ aspect of a vacation.

That figure is unfavourable when compared to theme parks at 62 per cent, shopping (58 per cent), nightlife (53 per cent) and visiting an amenity spa (49 per cent), and Yesawich told that casinos and integrated resorts must take note.

“This modest level of interest should be of concern to the gaming industry because of both the size of the millennial market – 84 million in the US - and the growing appeal of other, competing recreational/leisure time interests,” he said.

“The gaming industry has to reposition the role and nature of gaming as a recreational/leisure time activity beyond its established appeal of ‘winning’ to become more ‘entertainment’ that is wrapped by the other leisure time and lifestyle interests of millennials.

“This represents a tall order because of the capital, marketing and service delivery costs required to achieve this renaissance.

“It also represents both the greatest challenge… and opportunity… for the traditional gaming industry as we know it today.”

The ‘Rise of the millennials and its impact on the casino and gambling industry’ webinar will look closely at how the sector can embrace this generation, assessing everything from consumer research to the design of games. It is the latest edition of the Pre-ICE Winter Webinar Series, in which ICE attendees can access hours of expert opinion from the comfort of their own tablet or laptop.

Yesawich will be joined in presenting the webinar by of Spectrum Gaming Group’s managing director, Michael Pollock, and senior vice president of market research, Gene Johnson. Also taking part will be Brad Friedmutter, founder and chief executive of Friedmutter Group, a major architecture and interior design company for the gaming and hospitality sector.

Yesawich and MMGY have a wealth of experience within gaming, having provided research, marketing and brand strategy services to companies such as MGM, Caesar’s, Trump, Wynn, Resorts International, Atlantis and numerous Native American casino operators.

He believes that those tuning into the webinar will receive the benefit of accessing valuable data, while also gaining practical help.

Yesawich said: “Attendees will develop a better understanding of the unique challenges associated with the development of this significant, emerging market segment, and some actionable ideas to begin cultivating its potential.”

* To access the Pre-ICE Winter Webinar Series, simply visit and register now. ICE TotallyGaming will take place at London ExCel from February 2-4

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