The landscape of Las Vegas casinos is undergoing a transformation as the gaming industry pivots towards attracting a younger demographic, a trend highlighted by industry executives at the Global Gaming Expo (G2E). Innovations in technology and gaming experiences are playing a key role in this shift, as noted by MGM Resorts International President Bill Hornbuckle.
Hornbuckle acknowledged that a decade ago, the gaming sector struggled to understand why it was failing to connect with younger audiences. “A decade ago, the gaming industry was trying to figure out why we weren’t appealing to younger generations,” he said.
Hornbuckle shared that MGM is launching “Family Feud,” marking the company’s first foray into gamifying popular television formats for digital audiences. This initiative reflects a broader trend within the industry, where live gaming experiences, such as televised roulette games, are becoming more common. “Today at Bellagio and at MGM, there are four simple roulette games being televised directly for live gaming,” he stated.
The American Gaming Association‘s president, Bill Miller, pointed out that a decade ago, the industry faced difficulties in appealing to millennials, often believing that it would have to wait for this generation to mature before it could effectively engage them. This perspective has changed dramatically; the average age of casino visitors has decreased from 50 in 2019 to 42 today.
American Gaming Association's president, Bill Miller
Miller emphasized; “This is a huge shift for the industry, and it’s one that we need to keep driving to stay on the growth trajectory.”
Legalized sports betting has further catalyzed the influx of younger customers, with the sector generating $11 billion in revenue in 2023, according to the American Gaming Association. Data reveals that nearly half of online gaming participants are aged 18 to 34, reflecting a demographic shift that gaming companies are eager to capitalize on.
Flutter Entertainment, which operates FanDuel, is a key player in this market. CEO Peter Jackson reported that FanDuel boasts around 17 million customers and generated $12 billion in revenue in 2023, despite a net loss of $1.2 billion. Jackson remarked on the potential of the American market while also recognizing opportunities abroad, especially after acquiring a majority stake in a Brazilian sports betting company.
FanDuel CEO Peter Jackson
Nevada’s commitment to sports has led to substantial investments, including public funding for stadiums housing teams like the NFL’s Raiders and the MLB’s Athletics, set to begin play in Las Vegas in 2028.
As the pandemic shifted consumer priorities, particularly for millennials, the demand for live experiences surged. Hornbuckle addressed ongoing concerns about whether Las Vegas has peaked, remarking: “I’ve been hearing that literally from the 1980s,” while affirming the city’s resilience and continued growth.
He noted that the average age of casino visitors has dropped from 50 in 2019 to 42 today, signaling a significant change that the industry must leverage to sustain growth. “Millennials are the largest generation living today, along with younger Gen Z’ers,” he pointed out, highlighting their potential impact on the workforce and the economy in the coming years.
He stated, “Millennials are experience-based. I like stuff. I like cars, I like my stuff. My daughter likes her friends. They travel, they do things that I would never have contemplated spending that much money on at that age.” This shift in consumer behavior has positioned Las Vegas as more than just a vacation destination; it has become an escape for many.
Render of MGM's $10 billion resort in Osaka
In addition to enhancing the visitor experience, MGM is also expanding its international presence. The company is currently developing a $10 billion resort in Osaka, Japan, set to open in 2030. Furthermore, Hornbuckle expressed interest in entering the Brazilian market and expanding its BetMGM operations in other countries, including the UK and the Netherlands.
The resurgence of Macau as a gaming destination has also caught Hornbuckle’s attention. Following the Golden Week holiday, he reported increased visitor numbers, with nearly 993,000 tourists, indicating a rebound in the market. He acknowledged the complexities of operating in different international markets, stating, “Each market is unique. China is unique.”
Miller confirmed that the industry is intensifying efforts to engage younger audiences through mobile and online platforms. The G2E, an annual gathering of industry professionals, serves as a platform for exploring these innovations. This year’s event, which runs through Thursday at the Venetian Expo, showcases the ongoing evolution of the gaming sector and its efforts to capture a new generation of gamers.