In his keynote address at this year’s Global Gaming Expo, American Gaming Association President and CEO Bill Miller touted the gaming industry’s growth.
He also pointed out one trend in particular that bodes well for the future: The average age of the casino patron in 2019 was 50. Today, it’s 42.
“This is a huge shift in the industry and one that we need to keep driving to stay on a growth trajectory. Millennials are the largest generation living today, along with younger Gen Zers. They’ll make up about four out of five workers globally in just five years. This rising demographic is crucial to our industry’s future.”
Miller said when the COVID began to fade, this demographic was crucial in the reopening of casinos. They wanted to go out and casinos provided an outlet for entertainment. “They’ve come to expect this kind of experience,” Miller said, noting that the industry has begun to create casino games similar to the video games that the new generation is familiar with and knows.
Reaching out to this demographic is one of three trends emerging in the industry. First, Miller said, is the integration of sports, creating an “immersive ecosystem most notable in Las Vegas, which has hosted championship seasons by the NHL’s Golden Knights and the WNBA’s Aces, the addition of the NFL’s Raiders, and the forthcoming relocation of MLB’s A’s.
“Second, Vegas has also become a preferred destination for the world’s greatest sporting events, from the Super Bowl to Formula 1,” Miller said. “Vegas is in transformation. It echoes a broader integration of sports and games.”
The third trend Miller noted is the industry’s commitment to responsible-gaming measures. He cited the industry’s commitment to responsible gaming, which has earned the trust of the public, resulting in rapid expansion of the industry.
He also pointed out that unlike illegal operators, the gaming industry “comes in through the front door,” resulting in tax revenue for local communities.
“We protect consumers, we pay taxes, we provide economic support to towns and cities that other industries left behind,” Miller said. “And at the AGA, we’ve long recognized that the bigger and more successful we get as an industry, the more scrutiny we attract. That’s why the AGA has made responsible gaming a top priority. Every AGA member commits to promoting responsible gaming, training employees, preventing under-age gambling, and advertising responsibly.
“The illegal alternatives, they’re still a problem. They’re still out there. They don’t subscribe to any of those values.”
Miller added that the gaming industry is leveraging the latest technology to identify at-risk behaviors, create more robust age verification, and implement better geolocation protocols.
“When you add it all up, our industry invests nearly a half-billion dollars every year on critical responsible-gaming measures,” Miller said. “And for those who need help, more resources are available than ever before.”
