How Canadian Casinos Adapt to Players Who Don’t See Themselves as Gamblers
Canadian casinos have experienced a subtle but important shift in the demographics of their customers in recent years. The rise of digital entertainment brought with it two generations who grew up immersed in technology, Millennials and Gen Z. Players from these generations interact and engage with entertainment differently from the generations that came before them, prioritizing digital-first options and platforms. This digital-first mentality extends to how these generations interact with casino spaces, both online and in-person. Despite Millennials and Gen Z regularly engaging in casino games, many members of these generations do not identify themselves as “Gamblers”. With newer generations’ attitudes and values regarding casino games changing, the question of how Canadian casinos are adapting to this change arises.
Understanding the Non-Gambler Mindset
The modern casino player views casino games as just one part of a broader leisure experience. The word gambling has been swapped out for entertainment. Millennials and Gen Z players are approaching casino games with mindsets shaped by casual gaming experiences and immersive entertainment.
The modern casino player is characterized by a preference for low-risk engagement, with games that offer low buy-ins and feature skill-based elements. As a result, Canadian casinos are having to completely rethink the games they offer, as well as the atmosphere of their establishments
The Importance of Digital-First Experiences
Much of Millennials’ and Gen Z’s entertainment has shifted to digital platforms. These generations expect seamless digital entertainment experiences from large streaming libraries to immersive online games. This is no different in the online casino space, where modern players expect exciting slot and table game options with satisfying bonuses and fast transaction speeds (source: https://www.gameshub.com/canada/online-casinos/). With the rise of digital platforms, online and in-person experiences are merging, with players seeking more convenience and accessibility in every game.
The influence of mobile gaming and on-demand entertainment has also led to traditional casinos having to update their formats, which might seem outdated to a digital-first generation. Modern players prefer game mechanics that are similar to those of their favourite apps and video games, rather than classic roulette or slot machines. For this reason, traditional casinos are having to integrate digital-first entertainment options and experiences into their game options to avoid losing favour with this tech-savvy demographic.
Casinos Rebranding as Entertainment Hubs
To keep up with the digital entertainment sector, as well as the shifting values of new customer demographics, Canadian casinos are rebranding themselves as multi-purpose entertainment venues rather than purely gambling spaces. This rebrand comes as an effort to emphasize a new focus on creating unforgettable entertainment experiences that extend beyond the casino floor. Gen Z and Millennials living in Canada are looking for exciting things to do that are based on community engagement and exploration.
Canadian casinos are now expanding their entertainment options to include live shows, concerts, fine dining, and themed events. These entertainment options appeal to Gen Z and Millennial players who prioritize and value entertainment, leisure, and social engagement over pure gambling. By focusing on lifestyle and atmosphere, Canadian Casinos are positioning themselves as more than just a betting destination, but rather as integrated and immersive entertainment experiences that appeal to newer generations.
The Rise and Importance of Skill-Based and Interactive Games
Beyond the focus on entertainment, another important factor for modern casino game players is the need for skill-based and interactive elements in casino games. Gen Z and Millennial players want to know that the outcomes of the games they play are determined by their skill level, and they want to be actively involved in every aspect of the game from start to finish. This is a direct extension of modern gaming culture, where skill is more important than chance. To meet this need for skill-based gameplay, Canadian casinos are introducing digital skill-based slots, arcade-style games, and interactive tables to provide modern players with an element of control and strategy.
This combination of luck and skill is attracting non-gamblers who enjoy challenges and competition. By focusing on engagement and entertainment, casinos are creating experiences that feel more like modern video games rather than a gamble.
Gamification and Player Engagement: A Casino’s New Tools for Success
Player engagement and retention strategies have evolved in the digital era. Gen Z and Millennial players need a sense of urgency and competition to remain engaged in a game. The solution that Canadian casinos are turning to for this is gamification to enhance user engagement. By gamifying every aspect of the entertainment experience, casinos are engaging players from the moment they step into a casino. Canadian casinos are integrating mobile apps into existing loyalty programs to make them more accessible, while redesigning these programs to feature progression systems and personalized rewards. To mimic the structure of mobile games, casinos are introducing achievement badges, daily challenges, and point systems to create a sense of accomplishment and retain engagement.
These gamified experiences appeal to gamers who enjoy casino games but do not call themselves gamblers. By introducing gamified experiences, Canadian casinos are making the gambling experience feel like it is part of a broader online gaming experience.
Marketing Beyond Gambling
In addition to game options and reward systems, Canadian casinos are also adapting their marketing efforts to appeal to Gen Z and Millennial audiences. They are moving away from advertising imagery that is focused on high rollers and big jackpots. Instead, modern casino advertising is focused on lifestyle elements that include social events, dining, and interactive entertainment experiences.
The repositioning of advertisements to focus on lifestyle instead of gambling is selling the message of fun, convenience, and community, values that are important to Millennial and Gen Z players.
The Growing Role of Online Casinos in Canada
Due to their convenience and accessibility, online casino platforms are becoming an important entry point to casino games for many Canadians new to the online gambling scene. As such, these platforms include features and innovations that they know will appeal to newer generations. Some of the key features pioneered on these platforms include low-stakes online games, easy account setup, and instant-play options. These features appeal to a broad demographic of players who want to play casino games but may not have been to a physical casino.
The innovation in the online casino game market is forcing physical Canadian casinos to transform their gaming strategies. Many land-based casinos have launched their own digital gaming platforms that are directly marketed to newer generations, while others have completely redesigned their land-based operations to meet the evolving needs of modern players.