Once upon a time, a night at the casino meant dressing up to the nines and rubbing shoulders with the stars in one of the most opulent gambling destinations you could imagine, playing favourite games like poker and roulette whilst sipping on champagne. But in 2023, the luxury casino looks very different to how it once did, and whilst there’s no denying that the world’s high-rollers continue to flock to iconic land-based venues each year to recreate the lavish experience of times gone by, a new, younger generation are doing things a little differently.
Gen Z were born at a time when the digital era was already in full swing, which means the way they source entertainment – and just about everything else – is different to those before them. As well as using social media platforms like Instagram and Tiktok to socialise with friends and streaming platforms like Netflix and Prime Video to watch their favourite TV shows – both things that have only been made possible thanks to the internet – they are also going online to play games and visit casinos, logging on in just a few taps of their smartphone screens and enjoying instant access.
Online casinos are nothing new, but the recent Covid-19 pandemic and the ongoing lockdowns that came with it forced almost all of us to seek out our entertainment online rather than off, sparking a boom, and searches for the term ‘UK online casino’, amongst others, skyrocketed. Not only were existing digital gambling platforms suddenly upping their game, but the land-based casino brands we know and love, too, began rushing to create an online presence to keep their valuable and high-spending customer base engaged.
In 2023, it seems that the rise of the online casino is showing no signs of slowing down, and with Generation Z embracing online gambling platforms more than ever before, the landscape of traditional land-based casinos is facing new challenges and opportunities.
Here, we take a look at what the future holds for the luxury casino in light of the changing preferences of Gen Z players, and how this could affect the opulent land-based gambling establishments we have known and loved for so long.
The rise of online casinos
Whilst it’s true that the pandemic sparked a sharp increase in both the number of online casinos and the number of players seeking them out, it isn’t the only reason they have become so popular over recent years. Whilst the first online casinos required users to log on via a computer and were slow to load, making the user experience somewhat frustrating, things have changed since then, and now the best casino platforms are accessible via an easy-to-use smartphone app, anywhere, anytime.
Technological innovations, too, have made the online casino immeasurably more appealing, with virtual and augmented reality allowing for a more immersive experience than ever before – and this, we know, is something that a younger generation of players value.
In today’s fast-paced, always-on world, convenience and accessibility have become buzz words, and we want to be able to indulge in a game of slots, blackjack, poker and other favourites whenever the mood strikes – and the introduction of 5G technology have further supported the ability to do this.
Digital luxury
Gen Z, the cohort born between the mid-1990s and early 2010s, has grown up in the digital age and is known for its affinity for technology and online experiences – so it’s hardly surprising that they seem to favour online gaming platforms over more traditional land-based alternatives – but what does this mean for the luxury casino overall?
Many believe that it simply isn’t possible to recreate the glitz and glamour of a real life venue, or the adrenaline of the experience that comes with it, but others disagree vehemently. Thanks to live dealer experiences and the same lavish VIP programmes, adapted for an online audience, offering up a host of perks and bonuses for players, they still feel just as spoilt as they would when visiting a casino in real life – and many are going the extra mile to add a touch of luxury to the experience in their own homes, too. Dressing up, putting the champagne on ice, inviting friends over and logging onto their favourite gambling apps is for Gen Z, just like the real deal, only with the convenience of not even having to leave the house. But for others, the luxury is simply in the convenience and accessibility itself.
The future of land-based luxury
So what then, of the land-based luxury casino? Have our increasing tendencies towards the online world all but rendered them obsolete?
Not quite – but it’s fair to assume that they will have to continue to adapt in order to remain relevant. Their future is likely to look like a blend of tradition and innovation, with a focus on creating memorable immersive experiences that cannot be sufficiently reproduced in the virtual world.
Augmented reality and virtual reality will come into their own and will be increasingly used across both traditional table games and modern slots to enhance gameplay and excitement, and interactive elements like gamification and live events are also likely to be prioritised over the coming years in a bid to attract a younger demographic.
One thing that has always been associated with luxury is a personalised experience, and VIP experiences are also likely to get a thoroughly modern makeover. The world’s most iconic land-based casinos will be going all out to retain their highest rolling clients, as well as continuing to amass new ones, which means upping the ante on the perks and freebies they offer to dramatic new heights.
Although the future of the luxury casino is a little uncertain, it’s fair to say that there really is nothing like the glitz and glamour of the real thing, so it’s unlikely the bricks-and-mortar venues we love will be going anywhere soon. They will, however, have to continue to adapt in order to stay relevant and falling out of favour as the development of virtual world the Metaverse gathers momentum.
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