A new age of marketing has descended upon the casino, hospitality, and gaming industries.
In fact, nowhere is the evolution and fusion of mobile and marketing more desperately today than in the Las Vegas, Atlantic City, and other emerging markets where casinos and resorts are (or should be) working overtime to connect to the modern gambler.
For casinos that continue to rely on traditional, non-mobile or even non-digital tactics to attract or retain patrons, the effectiveness of their efforts have diminished considerably in recent years. With direct mail – once a mainstay of casino marketing – losing more of its luster by the day, relevant engagement through marketing with gamblers and visitors has never been more important for casinos.
According to a new report published this week, casino bosses are now “devoting more and more resources to luring younger customers.”
But the challenge is significant, as “Gen Xers might be more likely to come to Las Vegas to explore the striking rock formations outside of town.”
“You’re probably going to take a hit with this generation,” marketing consultant Chuck Underwood tells the AP.
Millennials, many of whom are still too young to set foot on a casino floor, sounded a bit more promising. Underwood advised executives to set up programs that reward 20-somethings for just showing up.
“It’s not their fault. It’s what they grew up with— everybody got a trophy,” he said.
One way to incentivize young would-be gamers is to target their mobile devices with relevant offers, invites, and rewards that will increase engagement.
“Right now,” says gaming industry analyst Brian Kent with KentConsult, “engagement with Gen Xers is lacking. And casinos that drag their feet on reaching this segment with new and highly creative digital and mobile marketing resources will essentially be playing roulette with their own survival.”