Slots in particular are widely viewed by younger consumers as being antisocial, non-intuitive and generally boring. This is in direct contrast to women over age 55, who are much more likely to view a slots and overall casino experience as social, engaging and fun. A lack of variance in prizes may also have something to do with it as this generation would likely spark to incentives beyond purely financial.
There is less resistance to table games such as blackjack or poker among Millennials, especially males. Perhaps this is because of a more inherently social experience and the feeling that skill is involved in the game itself. Also, table games continue to be romanticized by Hollywood, keeping them more current in the mindset of younger consumers. Until the regulatory environment allows game manufacturers and casino operators to pilot new types of games, the other side of the coin must be prioritized: the casino environment itself, also negatively perceived by Millennial consumers.
Companies that resonate with Millennials leverage distinctly non-corporate social media personas toward this objective. Tinder is a dating app that presents a few photos and profile basics about other members. The idea was to invite everyone with the Tinder app to revise their immediate, eligible pool of dating prospects to within less than a one-mile radius. For Gen Y entertainment, retail and dining experiences are about more than just the unrelated components of those specific categories; they are about the overarching social environments, online and offline.
A few years ago, a large company was looking to trim costs. This time out of the office spent chasing down Colombian caffeine is time an employee is off the grid — not interacting with co-workers, not talking about projects and not thinking about work. While they are doing these things, they are discussing projects, communicating with others outside of their immediate teams, sharing ideas and bonding as a workforce.
Their productivity, cohesion and morale increase. In short, they are working. More companies should consider perks such as free lunches because the ROI is so immense. Another environment that fosters social collisions is also one of the best mediums for professional networking. There is one entry requirement: everyone there must have a child. School functions provide the perfect background for strangers to form a common bond via the shared experiences of their kids. This particular forum is also impactful because it is recurring given that there are many events over a school year..
It is only natural that conversations and relationships, over time, gravitate from talking about what the kids are doing to what the parents are doing. A casual conversation at a soccer game is often the foundation for the development of a key business relationship. Similarly, dog owners feeling their beloved pet needs communal exercise they are social animals, right?
Once there, what happens? The dogs mingle It is almost impossible to go to a dog park and not meet someone new. The common bond of dog ownership often sparks conversations and sometimes even spawns new interactions, connections and even friendships. Here, as with the workplace coffee example, a primary task paves the way for a much deeper interaction opportunity. There is no real ancillary behavior to which the primary activity of gambling anchors.
The odds of a social collision occurring at a slot machine are overwhelmingly bad. Even within a table game environment, there is little interaction taking place not directly related to the task at hand. A key atmospheric element necessary to foster social collisions — missing from casinos — is related to being able to physically move around a space as one consumes an entertainment offering with others. Casino gaming floors have traditionally been constructed to segment and steer.
As regulatory and technological environments within the gaming industry continue to evolve to better include skill-based games and mobile applications, the physical restrictions of casinos must also be rethought. For new casino properties that have opportunities to capture younger consumers, it would be wise to consider design styles that are more open and communal.
Existing facilities may wish to experiment with zones, lounges and other quarantined areas that can be redesigned to better attract Millennials. Shopping malls were one of the key centers for social collisions in the s—s. Casinos largely served that function in the s—s. These institutions were highly effective at drawing spend from the most important consumer segments.
However, neither in their current form is going to be nearly as effective in drawing spend from Millennials. This is largely because neither venue is physically, nor emotionally, connected to what Gen Y is about and wants in a consumer experience. What will emerge as the physical environment that resonates with this age group for the next twenty years?
Fortunately, the answer largely exists, in pieces. If applied to a casino gaming environment, it is highly plausible to entice Millennials to visit — but any effort must be geared toward what resonates with this group. There are lessons to be learned from companies who are currently successful at connecting with Gen Y consumers.
It is specifically geared toward Millennials looking for a young-adult, kid-free environment. The floorplan is open concept, with a large central space that features community games, some of which allow for up to nine simultaneous players. But on a deeper level, its physical environment encourages social collisions among strangers throughout the night that, in addition to the difference within the games themselves, would be difficult for a bowling alley to replicate.
Games are multiplayer, interactive and even collaborative. Food options tend to skew toward things guests are likely to share. Customer service is more laid back and casual. And yes, there is free Wi-Fi. Overall, this environment could act as a blueprint for a casino, or at least casino zone, aimed at Millennials. When the physical environment of a leisure activity and the brand behind it both are in line with core Millennial values, companies can generate huge financial returns.
In a recent study of favorite fast-food restaurants among Millennials, Chipotle emerged as the big winner. This finding is interesting in that it means many Millennials are willing to pay a premium over cheaper Mexican fast food choices, like Taco Bell or Del Taco, if they feel they are getting a healthier and more ethically satisfying option. The perceived transparency of Chipotle, as a venue and as a corporation, is also a key ingredient to their success with Gen Y.
From a branding perspective, Chipotle goes to great lengths to reinforce the backstory of where its ingredients come from. Online, Chipotle touts its commitment to fresh, ethical farming. To further emphasize transparency, there is also a Web cam that shows live feeds of the back of house areas of Chipotle restaurants. Casino gambling is one of many activities that has enjoyed historical popularity but is having difficulty generating interest from Millennial consumers.
Art Museums can certainly relate to this, as sharply declining attendance figures among 18—35 year olds over the past decade painfully articulates. For many Millennials, the notion of going to a museum evokes early-childhood recollections of being dragged around one boring exhibit after another by their Boomer or Gen X parents.
The central component of the tour is to provide visitors with an informal — but educational, interactive and entertaining — experience. Tour participants are encouraged to tweet something and post selfies on Instagram. The star of the tour, the art, is introduced in a clever way. The curves of an ancient sculpture might be light-heartedly compared to those of Kim Kardashian. When thinking about the types of leisure environments Millennials crave, it is often helpful to look at those they rebuff to see if there are opportunities to turn a traditional experience inside out and attract them without letting go of its core element.
Golf, for example, is another activity of little interest to most Millennials. Participation data shows that Millennials are not going to golf courses, not watching golf on TV and not going to traditional driving ranges. As with the museum example, an innovative company based in Dallas has had great success with Millennials by transforming a perceived boring experience into what younger people are overwhelmingly responding to.
Their effort has been so successfully received that customers often wait hours for a chance to experience it. TopGolf is a modern, fun take on the driving range experience. Receiving a complimentary voucher worth chips unlocks the means to redeem the vouchers at vending machines. This must be done if one wants to be able to redeem vouchers received at the abandoned Brotherhood of Steel bunker upon completion of the add-on.
This wiki. This wiki All wikis. Sign In Don't have an account? Start a Wiki. The Sierra Madre sign after the Great War. The Sierra Madre Casino, as shown in the introduction scene of the add-on. Vending machine code - "Scotch". Vending machine code - "Vodka". Vending machine code - "Wine".
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