Online gambling is seriously big business, both in the UK and around the world. The industry is hugely competitive, and constantly evolving in order to take advantage of the latest technological trends. It also has an eye on the future, and the tastes of younger people who might become loyal customers for decades to come.
Gen Z are digitally fluent, and more willing to visit a casino online. But how exactly should the industry approach them? What’s different?
Mobile-First Habits and Instant Gratification
To begin with, Gen Z are au fait with mobile devices in a way that previous generations simply were not. They grew up with the modern smartphone, and understand how to get the best from them. They’re also more willing to try out new apps if one doesn’t quite meet their expectations.
Partly as a consequence, they prefer mobile experiences that are fast and reliable. Don’t waste their time, and you may earn their loyalty.
Gamification and Skill-Based Play
Gen Z are also familiar with other kinds of games, like RPGs, and the mechanics that make those games appealing. When casino developers incorporate elements from other genres, like World Maps, Experience Bars, and strategic block-matching, they might be able to tap into a pre-existing reservoir of experience. That means depth of gameplay, without the learning curve.
Social Features and Community Engagement
Social features might also appeal to Gen Z. When a casino app can easily integrate with streaming services, Gen Z players are more likely than their older equivalents to share the action they’re enjoying with a wider online audience. As well as providing value to the player, this might also allow the game to be organically promoted over Instagram and TikTok.
Ethical Expectations and Responsible Gaming
As well as being more familiar with digital technology, Gen Z are also more likely to be familiar with the challenges that come with it. They’re also more savvy when it comes to things like data protection and transparency. Research indicates that Gen Z are less likely to blame technology and social media for poor mental health, even if they are more likely to cite mental health as a widespread social concern.
As such, it’s essential that any casino site wishing to court Gen Z should offer a wealth of powerful tools, through which the experience can be controlled. This might mean a dashboard, complete with limits on time and spending, and opt-out schemes.