What Do They Do in Las Vegas Strip Casinos? An Analysis of the Attitudes and Behaviors of Gen Y Casino Customers

摘要

Totaling over 63 million, Generation Y, also known as the Millennial Generation, is the new generation of casino customers (U.S. Department of Commerce, 2011). While there are no specific dates to mark its beginning and ending, individuals born between 1982 and 1994 are generally considered as Millennials or Gen Yers. A survey conducted by the American Gaming Association (2013) revealed that Gen Y casino customers made up the highest casino visitation rate with 39% having visited a casino in the previous year; however, it is also shown that Gen Yers spends more on non-gaming departments and have less intention to gamble during their visit. Apparently, this emerging gaming segment noticeably changed the composition of customers, or the casino demographics, of the gaming industry. As gaming has been the industry’s top revenue driver, it is critical for casino executives to understand the reasons for the Gen Yer’s decreased interest in gaming by studying the habits and behaviors of this particular segment. In this study, research on the common traits of Gen Yers, their attitudes and perceptions towards gaming, and factors affecting their decision on gaming activities will be reviewed. Furthermore, this study focuses in the Las Vegas gaming industry, as markets in different regions are too dynamic to be generalized as a whole. After reviewing their gaming behavior, this paper will recommend to the gaming executives strategies that are more appropriate and effective for this customer segment.