Scientific Game

Skill and social appeal needed to attract loyal multigenerational players

Friday, 15 January 2016 14:55
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Classic games remain a gaming staple for properties, but the tastes and style of the newer gamers has shifted in the last few years.

According to recent studies, younger audiences prefer games similar to what they played as adolescents including Xbox, Playstation, mobile and PC games, which can often be found at the bar. The casino floors haven’t changed to keep up with the new generation just yet.

According to the Las Vegas Review Journal, skill-based slot machine regulations were approved by Nevada and New Jersey. The technical standards for the games are still being decided. The new guidelines define a game of skill, a game of chance and a hybrid game that incorporates both elements. Most of the skill-based technology is found in common video games like the classic “Space Invaders” and social games, like the popular mobile-friendly “Angry Birds” and “Words with Friends.”

Though skill-based gaming is still in its fledgling stages and will likely attract the younger generation, properties’ marketing tactics have the potential to draw the multigenerational audience. The Millennial player isn’t just interested in what the casino floor has to offer, but the property’s entire experience.

Social media has allowed for properties to transmit its brand message in unprecedented ways. It is one of the most widely-used and continuously growing communication tools for personal relationships and businesses across the spectrum. Its ability to quickly reach audiences and deliver an exclusive concise message could be the difference when bringing new and loyal players to the casino floor, and must be embraced.

As casinos explore brand messaging options, they have to consider where their messages are being received most frequently, and by whom. Naturally, the focus isn’t on one demographic, rather the spectrum of who is frequently crossing the casino’s threshold.

To properly reach a broader range of demographics in an appealing way, video marketing integration with social media is a path increasingly traveled.

Facebook is a reliable vehicle for brand messaging across all generational demographics. Whether the property is offering new gaming features, advertising competitive hotel rates or, attracting players for poker tournaments; Facebook is a dependable social media site for engaging a multigenerational audience and motivating play.

According to a study by the Pew Research Center, Facebook remains the most popular social media site today with 71 percent of internet consumers on Facebook, which has seen little-to-no change since 2013. For the first time in Pew Research findings, more internet users than ever are ages 65 and older and use Facebook regularly. Fifty-two percent of adults have numerous social media accounts that they use regularly. Of those accounts, Facebook acts as “home base” — it remains the most popular site for those who only use one, and has significant overlap with other platforms.

According to a study measured by Syndacast, video marketing trends indicate that 74 percent of allinternet traffic in 2017 will be video.

Syndacast also reported:

• 52 percent of marketing professionals worldwide name video as the type of content with the best ROI.

• Video is the preferred communication style for customers. Start converting text-based information into video-based.

• 65 percent of video viewers watch more than three-quarters of a video.

• 33 percent of tablet owners watch one hour of video per a day on their devices.

Video is not created equally and is available on several platforms. Options range from 15-second Instagram videos, and live broadcasting on Periscope, to six seconds of content on Vine and the unlimited flexibility of YouTube. Property marketers truly have endless creative options. Video is among the most effective marketing platforms available to companies. The potential usage of this marketing tactic would not only attract players, but maintain them, as the messages would have a farther reach to numerous demographics.


Content captured through video delivers an interactive message that generates a higher percentage of engagement, which can be shared digitally among fans’ personal pages. Already loyal players have the capacity to express excitement and spread a property’s message with the click of a
link and share it with those not previously exposed to the property. Videos are powerful and instant. The medium provides properties the tools to maintain relevancy and garner excitement

Proper social media marketing with video integration would mean dynamic messaging and improved reach to multiple demographics seamlessly.

Reprinted with permission of Casino Journal.

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