CMO series: Entertaining the next generation of casino customers

Casino marketing veteran Suzanne Trout says the brick-and-mortar industry has been trialling a range of different ways of engaging new demographics, and key to this is gamification.

The way to attract a younger audience, she explains, is to target them through gamification - with over 60% of under-35s playing some form of video game, and using that to incentivise that new demographic to come to a casino.

This audience, like existing customers, is attracted by discounts, and is willing to come into casinos - provided operators reach them through the channels they engage with.

Trout has previously held senior marketing positions at Foxwoods, Eldorado Resorts, Rush Street, Pechanga Resort Casino and Harrah's in a successful career in the sector.