1 week ago
Casinos Reinvent Real-World Experiences to Attract Gen Z Gamblers
Many young adults like betting, but they often do it on their phones instead of visiting casinos.
Casinos are trying to change that by becoming places for more than gambling.
They are adding restaurants, concerts, parks, sports areas, bowling and spas.
Some are also making their buildings brighter and smoke-free.
The goal is to give people reasons to visit even if they do not plan to gamble.
Casino executives say younger customers want social activities and community experiences.
Some analysts say these attractions may simply encourage visitors to spend more money.
Gen Z visitors interviewed for the report said gambling is often less interesting than other entertainment.
Casinos are therefore making the gaming floor a smaller part of the overall experience.
Gen Z is more likely to gamble than older generations but prefers online betting to physical casinos.
Casinos are adding restaurants, concerts, outdoor spaces, sports facilities, spas and other social amenities.
Penn Entertainment spent $360 million renovating a riverboat into the Hollywood Casino and Hotel Aurora.
Steve Cohen’s planned Metropolitan Park casino near Citi Field would devote only 10% of the property to gaming.
Many casinos are reducing indoor smoking and relying more heavily on food, hotels and entertainment revenue.
- Who
- U.S. casino operators, particularly Penn Entertainment, and younger customers including members of Generation Z.
- What
- Casinos are redesigning properties and adding entertainment, dining, outdoor and wellness amenities to attract customers who increasingly prefer online betting.
- Where
- Casinos across the United States, including properties in Illinois, New York, Michigan, Virginia and Louisiana.
- When
- The shift is described through developments and surveys from 2025, with several renovations and projects announced or completed in recent years.
- Why
- Gen Z is more accustomed to digital betting and appears less interested in spending time gambling at traditional physical casinos.
Casino Operators’ Strategy
Consumer and Analyst Skepticism
What attracts younger customers
Casino Operators’ Strategy
Casino executives say younger audiences want social, community-oriented experiences, so operators are emphasizing restaurants, concerts, parks, sports and other activities beyond gambling.
Consumer and Analyst Skepticism
A Gen Z visitor quoted in the report said people her age have many other sources of excitement and may not be particularly interested in chasing the gambling experience.
Purpose of non-gaming amenities
Casino Operators’ Strategy
Designers say properties such as Metropolitan Park should function as sports and entertainment districts where people can dine or attend concerts and optionally gamble afterward.
Consumer and Analyst Skepticism
Gaming analyst Jordan Bender described entertainment and other attractions as ways to bring customers in and encourage them to spend more, whether or not they gamble.
The future of physical casinos
Casino Operators’ Strategy
Operators are investing in brighter, smoke-free and resort-style properties because online platforms have introduced gambling to younger consumers and may expand the future customer base.
Consumer and Analyst Skepticism
The report indicates that younger visitors to Las Vegas are more likely to attend shows than gamble, suggesting that physical casinos may need to rely increasingly on non-gaming revenue.
Key facts
- Gen Z betting behavior
- A 2025 TransUnion survey found Gen Z is more likely to gamble than Gen X and baby boomers but less likely to do so at physical casinos and sportsbooks.
- Sportsbook accounts
- A Siena Research Institute survey found that half of U.S. men ages 18 to 49 have accounts with services such as DraftKings or FanDuel.
- Hollywood Casino and Hotel Aurora
- Penn Entertainment spent $360 million transforming an old riverboat into the Illinois property, located about 35 miles west of Chicago.
- Metropolitan Park gaming space
- The planned Hard Rock complex next to Citi Field in Queens would allocate 10% of its property to gaming.
- Metropolitan Park amenities
- Project materials highlight 25 acres of public parks and athletic fields, a live music venue, floor-to-ceiling windows and a food hall.
- Penn New Orleans project
- Penn announced a $195 million plan to move its New Orleans riverboat casino to a landside property with a hotel, sportsbook and dining options.
- Regional casino gaming floors
- HBG Design said gaming floors that once occupied about 60% of regional casino properties may now occupy about 40% or less.
Quotes
Jennifer Weissman
Chief marketing officer at Penn Entertainment
“We have so many other things that provide that dopamine hit in our generation, that I don’t know if chasing that particular high is that interesting.”
theprint.in
“Younger audiences are looking for something much more social and community-oriented when they leave their house.”
theprint.in
Sources
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