Slot manufacturers Light & Wonder and Aristocrat Gaming predict that themed gaming areas will become more advanced in the coming years as suppliers and operators strive to attract a younger generation of players to Asian casinos.
Ken Jolly, Vice President and Managing Director of Light & Wonder in Asia noted at a recent conference: “This has long been a topic of discussion in the industry: how do we attract the younger generation and ensure they enjoy playing? In the future, casino areas will evolve beyond mere machine layouts. Many in the industry are discussing this shift towards themed areas.”
Light & Wonder pioneered themed gaming zones with its Duo Fu Duo Cai zone at Galaxy Macau in 2016, while Aristocrat has found success with themed zones for its Lightning Link and Dragon Link games in Australia and beyond.
Lloyd Robson, General Manager of Aristocrat Gaming in Asia, mentioned that his company is now exploring how other industries use their retail spaces to engage audiences.
Robson said: “We’re focusing on bringing the retail concept into the casino by packaging and zoning. This involves studying other industries – what is the FMCG industry doing, what can we learn from the pharmaceutical industry, and how can we apply supermarket strategies? We aim to incorporate best-in-class zoning, retail, and theming practices into the casino environment to create something entirely different.”
Ken Jolly added, “It’s about creating the right atmosphere. There’s been extensive discussion over the years about attracting younger players to casinos. We may need to enhance signage and group certain families of machines together. Our venues must be more exciting so younger players feel comfortable and engaged.”
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