eSports Puzzle the Casino Market
Posted on August 25th, 2017 at 12:08pm
Caesars Removes Video Gaming Machines After Poor ReceptionLast November, Caesars’ Atlantic City casino establishments were the very first to introduce skills based video gaming machines to their floors; a move which may have been transformational for the gambling industry as a whole. However, the aim of the casino industry to use eSports to attract Millennials has been less than successful. The video gaming machines were removed in June after failing to generate sufficient profits to cover the fees levied by their vendors. Caesars described the move as an experiment and a learning curve, noting that it will remain committed to exploring skills based gambling as a concept, despite its lack of success early on.
Four Times More Millennials Watch eSports Than Any Major US SportMeanwhile, Caesars isn’t the only casino attempting to figure out how to monetize eSports. A recent HIS Markit report revealed that the eSports industry is still a few years away from reaching its peak, which is largely due to its disjointed global audience. eSports will reach maturity soon enough, the report noted, through selling media rights to mainstream gambling brands and broadcasters. Interestingly, the report found that there were around three to four times more Millennials watching competitive video gaming than any of the other four of the US’s largest sports. This goes to show that eSports is still a formidable medium for gambling brands aiming to connect with the sought-after Millennial generation, who are difficult to attract through traditional casino media and marketing ploys. Source links: https://www.casino.org/news/esports-events-prove-profitable-casinos-millennials-still-not-gambling
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