Gen Z Represents Uncharted Territory For Online Gambling Operators
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The online gambling industry is facing a generational issue when it comes to marketing. Gen Z is a different audience than Gen X. If regulated online casinos engage their customers, they will keep coming back. Engagement is the key to operator revenue. This article is part of an ongoing series examining marketing and customer engagement in iGaming.
Gambling is popular among Gen Z, but it's not legal for them to gamble yet. Gen X is aging out of the online gambling audience. Online gamblers are younger than Gen Y, while Gen Xer are older. Online gambling operators should focus on attracting GenZ. They have a long life ahead of them.
Gen Z are the new audience for online gambling operators to target. They are a different species and they have long lifetime value. Current loyalty programs don't apply to Gen Z gamblers.
Gen Z players have half the attention span of millennials. They bounce off of apps and sites faster.
Gen Z represents an untapped territory for online gambling operators. Gen Z-ers want to help create content and interact with it. They are attuned to corporate ethics and want companies that are "trying to do good"
Gen Z bettors care about the journey, the experience of betting, not just winning. Operators may seek out influencers instead of following a traditional VIP model.
The casino industry doesn't have the greatest reputation with people today.
Karamba vice president Joel Momigliano spoke during the loyalty session about how much customers value service. Gali Hartuv, head of customer engagement and training at 10bet, agreed about the personal touch. Arjan Korstjens, a marketing consultant with Explayner BV, opined that loyalty “should be given, not taken” from customers.
Gen Z represents an untapped market for online gambling operators. Gamification can enhance app engagement.
Gamification will be a $40 billion business by 2024, according to KPMG.
IBM's Nov8 2.0 was the No. 1 lead generation asset for WebSphere software.
Ichiban CPO Chris Scicluna Farrugia advises against introducing gamification into online casinos. He cautions operators not to let gamified content overtake the core drivers of the game.
Online gambling sites need to build a social community to encourage social interaction. Some online poker apps offer throwables, which are a gamified approach to encouraging social interactions.
Gamification allows operators to give players non-monetary rewards. Scicluna Farrugia recommends rewarding players with points as they're pursuing what they really want to win.
Gen Z represents an Uncharted Territory for Online Gambling Operators.
The thrill of gambling is about emotion. It's not just Gen Z online gamblers who think this way. It is a cultural shift driven by, but no longer limited to the younger generation.
