Adapting casino experiences for Gen Z, Peter Johns of IDX Games shares insights
In a rapidly changing gaming landscape, attracting Generation Z — the digital-native demographic — is becoming a critical challenge for land-based casinos. A Forbes article said the younger generations don’t have the same propensity for gambling as their older counterparts once had. Also, a report stated that visiting casinos is most popular among older generations, with 79 percent of Boomers having visited a casino in the US last year.
In an exclusive interview with SiGMA News during the SiGMA Land Based Retreat in South Korea, Peter Johns, Chief Commercial Officer of IDX Games, said he believes the solution to addressing the next generation of players lies in integrating cutting-edge technology, engagement, and interactive experiences to capture their interest.
“If I’m introducing new technology to a table, it has to bring value — both for the player and for the casino,” Johns stated. “Gen Z has grown up fully immersed in digital technology,” he added. “They’re used to digital, interactive experiences online.”
“The benefit for the player, however, comes from innovations that make the experience more engaging. It’s not just about efficiency; it’s about enhancing the overall gaming experience.”
Born between 1997 and 2012, Gen Z is the first generation to be fully immersed in the digital era. They are described as preferring a mobile-first approach to gambling, gravitating towards apps and games that provide instant access and smooth experiences. Some reports said this tech-savvy group values high-quality visuals, intuitive interfaces, and quick load times.
Addressing Gen Z’s trust concerns
Another challenge casinos face in attracting Gen Z is their scepticism toward digital platforms. “Their [Gen Z] trust levels for online platforms are lower compared to land-based casinos,” Johns said. “That said, the current casino experience might feel boring to them.”
Interestingly, land-based casinos may hold an advantage here. Gen Z is more likely to trust brands with a physical presence, making integration between online and offline experiences crucial. “Many table games have been optimised, but there’s little innovation. We need to bring more excitement and value to these games,” he said.
In a recent report by LaneTerralever, a marketing and customer experience agency, it found that a strong preference among younger generations is for non-gaming offerings, with 83.9 percent of Millennials and 80.5 percent of Gen Z stating that amenities like restaurants, live entertainment, and hotel services play a crucial role in their casino choices, compared to lower percentages for Boomers (65.3 percent) and Gen X (76.1 percent).
“For the next 15 to 20 years, that product needs to cater to their [Gen Z] market.”
– Peter Johns
Blending online and offline casino experiences
Johns emphasised the importance of integrating features commonly found in online gaming, like bonuses and multipliers, into live table games. “Casinos need to evolve and bring in elements from online gaming that are not yet fully embraced in live settings,” he said.
While past innovations have focused on optimising revenue, Johns believes it’s time to focus on delivering value to players. “We’ve seen improvements in games like roulette, but it’s often been about squeezing more revenue. If you add features that make players feel they’re getting more value, they’ll stay and play longer.”
For Gen Z, this shift is vital. “They’re 100 percent online and expect that level of interactivity and engagement when they walk into a casino,” he pointed out.
Leveraging AI to shape casino gaming’s future
Artificial intelligence’s (AI) potential is vast, and Johns is optimistic about its role in transforming the gaming experience. “When it comes to AI, it’s hugely beneficial. AI allows us to process and analyse large amounts of data quickly, providing real-time insights that were previously unavailable,” he said. “For example, instead of waiting days for analysts to generate reports, AI can deliver instant answers. You can literally ask AI, ‘What was my win last night?’ and it will provide detailed breakdowns, giving you the ability to make proactive decisions.”
For Gen Z players who expect more personalised, immersive experiences, AI can be a game-changer. “We also use AI in our non-gaming products for immersive and interactive experiences,” Johns noted.
Future-proofing casino offerings for the next generation
Looking ahead, Johns sees the next decade as crucial for casinos to adapt to the needs of Gen Z. ” The Gen Z’s, they are 25s going into the next 35s to 45s. So, for the next 15 to 20 years, that product needs to cater to their market.”
This means embracing new technologies and rethinking how casinos create engaging experiences that merge the online and offline worlds. “Definitely, a challenge for the land based industry at the moment and we all need to look and see what we can do in the years to come.”
Johns’ advise is clear: casinos must innovate or risk losing relevance to the next generation. “The future of casino gaming lies in technology, innovation, and understanding the needs of younger players,” he said.
