Knowing how to appeal to the preferences of different generations can be a challenge if you’re a casino operator. Gen Z and millennials are two younger generations that people often group together, but they actually differ in many ways. These two demographics are both valuable, and you need to know how to relate to them. This includes understanding more about their mindsets, behavior, and digital habits.
What you understand about them will help to shape your marketing strategies and how you engage with them over the long term. You may need to segment campaigns and create different user experiences for both generations. Perhaps you will need to offer more multiplayer games. Whatever you need to do to align with these generations will pay off in attracting and retaining them.
Generational mindsets
Millennials are in the 25 to 40 age group, while Gen Z falls into the 18 to 24 age group. Millennials saw the digital revolution take place, while Gen Z grew up with cell phones in their hands. Technology, social media, social dynamics, and more are shaping how these generations look at gaming.
Millennials were the first generation to fully embrace online gambling and place sports bets, play casino games, and participate in online tournaments. They appreciate reliable customer experiences across devices and are loyal to brands. Reward systems appeal to them. They value cutting-edge features, and virtual reality has captured their attention.
Gen Z is becoming more of a force in online gaming. This generation likes fast and interactive experiences. They enjoy playing quick games like online slots, especially multiplayer slots.
Products that appeal
Millennials want to be able to personalize their dashboards. They like to see their progression while playing games and respond well to loyalty rewards. They use mobile phones but also use desktop computers at times, especially when they want to access analytics and wager larger amounts.
Gen Z wants an entirely mobile-first experience. They use mobile apps for many purposes, including playing casino games. They also appreciate a strong social component to their gaming. Gaming innovations like unlockable challenges are more appealing to them than points-based loyalty programs.
Game formats
Millennials favor strategy-based games, as they tend to be more risk-averse than Gen Z. They will take part in fantasy leagues that last a whole season and games with cumulative reward systems.
Gen Z tends to want more immediate gratification from fast-paced formats. They enjoy parlay challenges and quick picks. They will take risks and try their hand at games of chance.
Online operators who want to appeal to both demographics can combine quick hits with more strategic formats.
Speaking their language
When marketing, it’s important to understand different generations and speak their language. Millennials enjoy receiving value-based offers and informative content. They will sign up for email lists and read blog posts and reviews. Their emphasis is less on the fun of the moment and more on trust and the value of product features.
Gen Z, however, responds to influencers and enjoys user-generated content. They don’t like traditional forms of advertising, but they respond well to what influencers and peers they trust have to say. Campaigns that reach them are inclusive, fun, and authentic. They like participating in polls and reacting in real time.
Social media strategies
It’s important to use the social media platforms that different generations favor. Millennials tend to spend time on Facebook, X, and YouTube. Gen Z spends more time on YouTube Shorts, Snapchat, and TikTok. It’s important not to just use the same content and post schedule for each platform but to optimize these for each audience.
How they connect
Casino operators need to understand how different generations connect to be able to market to them and drive retention. Millennials value community, but they also like solo play. They appreciate a clean user experience and direct contact with brands.
Gen Z wants to feel like part of something. This generation likes participating on platforms with a strong social element. They will play online poker with friends and place bets on sports events as a group. Using live chat allows them to interact and celebrate their wins and losses with others.
