In 2017 gambling giants across the world focused much of their efforts on nongaming attractions and entertainment. The shift came after assessing the 2016 revenue that came from non-gambling activities such as entertainment shows, dinner and dancing. These activities accounted for 55 to 65 percent of the casino and resort industry’s revenue.
The main reason for nongaming attractions
The reason casino companies were forced to look at nongaming attractions is pinpointed to one word – millennials. Millennials have an evident disinterest in chance games like pokie machines. In fact, land-based casinos implemented skills-based games to entice them to play. To explain, skills-based machines combine elements of skill with chance and esports otherwise known as competitive video gaming. However, the efforts did not yield successful results.
In addition to the skill-based gaming machines, Las Vegas embarked on booking younger more trendy residencies. So, alongside the classic entertainers like Cher and Celine Dion, you can also watch J-Lo and Britney Spears!
However, by far the biggest move in the nongaming arena came from the biggest casino operator in Las Vegas – MGM. See more below.
TV ad target nongaming attractions
The brand that pioneered the focus on nongaming attractions has to be MGM Resorts. In their massive marketing strategy which highlighted the fact that MGM is not just a casino or hotel. But rather an expansive entertainment destination.
MGM launched the ‘Welcome to the Show’ promo early in the last quarter of this year. The promo included an ad across television and social media plus print ads! Even though the ad positions MGM as entertainment and experience-driven brand, it still focuses on the casino aspect of the business.
Not just Vegas
While MGM in Vegas pioneered the shift to nongaming attractions based on revenue, Macau did so out of necessity. Macau’s focus came as a result of the anti-corruption campaign in China.