This is part 2. Please see part 1 here.
We begin with a gaming industry, as data-driven as it knows how to be, that’s struggling to attract the important millennial demographic to a casino’s most profitable offering, the slot machine.
What’s keeping millennials away?
One flattering answer is that they’re just too smart.
What comes to mind when you hear the words “gaming industry?”
Your answer may well depend on your age.
For baby boomers and some Gen X-ers, the words are most likely to conjure images of slot machines, blackjack tables and buffets that never end.
In my experiences in the direct marketing and lead generation world, I keep feeling that the gaming industry in the US is missing a MASSIVE body of knowledge around how affiliates have been operating for decades in industries that are just a regulated as gaming.
I recently attended the Global Gaming Conference and found myself wandering through the slot floor of a number of casinos. What struck me was that the machines seemed to be bigger, brighter, louder, and simpler. I came to feel totally disinterested in the floor. I held an internal debate as to why I was feeling this, and at the end, I felt like I came to realize why.