{"id":59907,"date":"2017-12-23T14:00:29","date_gmt":"2017-12-23T22:00:29","guid":{"rendered":"https:\/\/www.casino.org\/news\/?p=59907"},"modified":"2017-12-12T02:37:49","modified_gmt":"2017-12-12T10:37:49","slug":"how-non-gaming-became-a-buzzword-for-the-casino-industry-in-2017","status":"publish","type":"post","link":"https:\/\/www.casino.org\/news\/how-non-gaming-became-a-buzzword-for-the-casino-industry-in-2017\/","title":{"rendered":"How ‘Non-Gaming’ Became a Casino Industry Buzzword in 2017"},"content":{"rendered":"

Casino companies spent a lot of time and effort focused on non-gaming entertainment in 2017, not so much of a surprise after visitor spend on non-gambling activities in 2016, such as hotel stays, dining, dancing, and attending shows, accounted for 55 to 65 percent of casino resort revenues.<\/p>\n

\"non-gaming
Las Vegas resorts are more committed than ever to their non-gaming features. (Image: Daylight Beach Club\/Mandalay Bay)<\/figcaption><\/figure>\n

From Las Vegas to Macau, to regional casinos around the world, non-gaming became a buzzword in the board rooms of numerous gambling and hospitality conglomerates.<\/p>\n

Plenty of factors led to gaming bosses deciding to look at non-gaming. Millennials, and their seemingly low interest in playing simple games of chance like slot machines, are one cause. Economic factors, first generated by a worldwide recession in the late 2000s, are also to blame.<\/p>\n

But whatever the true root cause, it’s undeniable that in 2017 non-gaming<\/em> was a key topic in the world of gaming<\/em>.<\/p>\n

Macau Makeover<\/b><\/h2>\n

In Macau, focusing on non-gaming was out of necessity, as resorts sought to become less reliant on high roller play due to People’s Republic President Xi Jinping’s anti-corruption campaign. After years of gaming revenues growing at exponential rates, topping out at $45 billion in 2013, China began more closely monitoring VIP junket companies that were transporting wealthy mainlanders to the only area of the country where gambling is permitted.<\/p>\n

\n

As a result, dozens of junket operators closed shop, and casino companies that had invested billions of dollars in constructing massive five-star luxury resorts downtown and on the Cotai Strip quickly searched for new revenue streams.<\/p>\n<\/div>\n

Catering to more of the mass market instead of VIPs paid off. “Las Vegasization<\/a>” became the term referring to resorts overhauling their amenities.<\/p>\n

The Las Vegas Sands’ Parisian hotel opened with a water park, shopping center, and half-sized replica of the Eiffel Tower. And the newly opened Wynn Palace gives visitors breathtaking views of the Strip on its “SkyCab” ride.<\/p>\n

Mighty Millennial <\/b><\/h2>\n

In the US, the millennial demographic, those born between 1981 and 1997, are beginning to start families and settle down. The 20- and 30-something adult demo has long been a coveted age range for Las Vegas, but the current group isn’t sitting down at the slots at nearly the same rates of their preceding generations.<\/p>\n

\n

To keep rooms occupied, restaurants filled, and concert arenas packed, casino resorts have started to look for new gaming concepts. The primary areas include skill-based gaming machines, which combine elements of skill with chance, and esports, also known as competitive video gaming.<\/p>\n<\/div>\n

Las Vegas has also begun booking younger and hipper residencies. No longer is it just Cher, Celine, and Wayne Newtown gracing Strip marquees, but also millennial-cherished names such as Britney, Mariah, J-Lo, and the Backstreet Boys.<\/p>\n

When it comes to bringing new people to Sin City, casinos in Las Vegas were thrown a bone in 2017 through the inclusion of pro sports. The NHL Golden Knights began play at T-Mobile Arena this year, and the NFL’s Oakland Raiders soon will be renamed the Las Vegas Raiders.<\/p>\n

OMGM<\/b><\/h2>\n

The most obvious non-gaming movement came from Las Vegas’ biggest casino operator. In September, MGM released an over-the-top marking campaign<\/a> titled Welcome to the Show<\/i>.<\/p>\n

The one minute commercial spot makes no reference to actual gambling, instead focusing on MGM’s wide array of nightlife, dining, entertainment, and what they call the “Holy Sh*t Business.”<\/p>\n

“The world’s leading producer of OMG,” MGM declared.<\/p>\n","protected":false},"excerpt":{"rendered":"

Casino companies spent a lot of time and effort focused on non-gaming entertainment in 2017, not so much of a surprise after visitor spend on non-gambling activities in 2016, such as hotel stays, dining, dancing, and attending shows, accounted for 55 to 65 percent of casino resort revenues. From Las Vegas to Macau, to regional […]<\/p>\n","protected":false},"author":42,"featured_media":59910,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[62,10,18],"tags":[],"acf":[],"yoast_head":"\nHow 'Non-Gaming' Became a Casino Industry Buzzword in 2017<\/title>\n<meta name=\"description\" content=\"Non-gaming offerings and attractions became much more important in 2017, as casino resorts look to diversify and bring in new patrons as competition grows.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How 'Non-Gaming' Became a Casino Industry Buzzword in 2017\" \/>\n<meta property=\"og:description\" content=\"Non-gaming offerings and attractions became much more important in 2017, as casino resorts look to diversify and bring in new patrons as competition grows.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.casino.org\/news\/how-non-gaming-became-a-buzzword-for-the-casino-industry-in-2017\/\" \/>\n<meta property=\"og:site_name\" content=\"Casino.org\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Casino.OrgNews\" \/>\n<meta property=\"article:published_time\" content=\"2017-12-23T22:00:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-12-12T10:37:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2017\/10\/Daylight-Beach-Club-Mandalay-Bay.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Casino.org Staff Writer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Casino_Org\" \/>\n<meta name=\"twitter:site\" content=\"@Casino_Org\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Casino.org Staff Writer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.casino.org\/news\/how-non-gaming-became-a-buzzword-for-the-casino-industry-in-2017\/\",\"url\":\"https:\/\/www.casino.org\/news\/how-non-gaming-became-a-buzzword-for-the-casino-industry-in-2017\/\",\"name\":\"How 'Non-Gaming' Became a Casino Industry Buzzword in 2017\",\"isPartOf\":{\"@id\":\"https:\/\/www.casino.org\/news\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.casino.org\/news\/how-non-gaming-became-a-buzzword-for-the-casino-industry-in-2017\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.casino.org\/news\/how-non-gaming-became-a-buzzword-for-the-casino-industry-in-2017\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2017\/10\/Daylight-Beach-Club-Mandalay-Bay.jpg\",\"datePublished\":\"2017-12-23T22:00:29+00:00\",\"dateModified\":\"2017-12-12T10:37:49+00:00\",\"author\":{\"@id\":\"https:\/\/www.casino.org\/news\/#\/schema\/person\/8c48bf89dc86da77b4d856c7b3b78d77\"},\"description\":\"Non-gaming offerings and attractions became much more important in 2017, as casino resorts look to diversify and bring in new patrons as competition grows.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.casino.org\/news\/how-non-gaming-became-a-buzzword-for-the-casino-industry-in-2017\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.casino.org\/news\/how-non-gaming-became-a-buzzword-for-the-casino-industry-in-2017\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.casino.org\/news\/how-non-gaming-became-a-buzzword-for-the-casino-industry-in-2017\/#primaryimage\",\"url\":\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2017\/10\/Daylight-Beach-Club-Mandalay-Bay.jpg\",\"contentUrl\":\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2017\/10\/Daylight-Beach-Club-Mandalay-Bay.jpg\",\"width\":1280,\"height\":700,\"caption\":\"Las Vegas resorts are more committed than ever to their non-gaming features. 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