In the not too distant future, the gaming floor will be designed with social interaction in mind and feature open, multiple-level construction; boutique customer-focused experiences; immersive lounges and day clubs; and a sensory-overload of multimedia applications said Tom Hoskens, principal and director of strategic development for Cuningham Group Architecture, during a panel discuss on the Casinos of the Future, which took place this week at the Global Gaming Expo (G2E) in Las Vegas.
According to Hoskens, such changes will be necessary in order to attract Millennials and even younger generations to brick-and-mortar casino properties to replace the current aging customer base. Millennials—people born between 1981 to1996—currently comprise 25 percent of the total population and command $1.3 trillion in consumer spending. The good news is that a large portion of this group already considers casino gaming acceptable (54 percent) and visits casinos on a regular basis (39 percent). The problem is that very few of them actually play slots and other wagering games while at the casino resort.
One solution to this problem is to design next-generation casinos that better meet their desire for more intimate settings where they can gather with friends to meet, socialize, multi-task with mobile technologies and entertainments and, perhaps, wager. Hoskens’ solution is to create casino spaces that emphasize social interactions by changing the position of games on the overall floor, group players for live action and interaction and allow for intimate gaming clusters. One key to this is carving out small boutiques—products and services delivered in a unique atmosphere and style that caters to the particular tastes and preferences of the clientele—within the interior casino environment. Another key adjunct is to incorporate all form of media entertainment onto the casino floor, instead of blocking them out, which has been the traditional practice.
“For Millennials, it’s all about the customized gaming experience and what we can do for them,” Hoskens said. “It has to be a high-stimulus atmosphere. Huge casino spaces need to be transformed; they need to be taken down into boutique spaces with gaming hubs and immersive interactions. The future is complete interconnectivity.”