We’ve all heard the complaint that cell phones divide us more than they connect us. And for many, this is true. Texting instead of calling, video calling instead of meeting up, and sending emojis instead of saying how we feel seem like weak and flimsy substitutes for real, meaningful social connection… Unless you were born between 1997 and 2012.
The term “digital natives” is used so often that it’s easy to forget what it represents. Basically, Generation Z has never been shaken by the most disruptive technology of recent decades: the cell phone.
They grew up with it. Rather than having established social norms changed by the advent of texting and social media, members of this younger generation have always connected online.
So while social media’s reputation as a divisive force may be true for Millennials, Gen X, and Baby Boomers, Gen Z is a completely different story. For them, the first step to socializing, dating and being entertained has always been their cell phones. This is not necessarily bad and will not change.
To attract a group of consumers, you need to connect with their beliefs. Members of Gen Z have their own set of values. They value authenticity and a sense of connection, and prefer to be active participants rather than passive observers. This is never more evident than in your betting preferences.
Generation Z: Sports Betting and Casino
When it comes to sports betting, Gen Z gamblers want to bet on things they are already interested in. Yes, of course, this often means traditional sports, but there is also a huge interest in betting on eSports, collaborative video games, often in the form of tournaments (another example of what it means to be a digital native; for many of them, traditional sports are ” games my parents played when they were young”).
And when it comes to casino games, they like more collaborative and strategic forms of gaming, even including social casinos. Social casinos may seem counterintuitive at first; What’s the point in a casino game where you can’t actually win money? But the point misses the point. The clue is in the name: “Social casino”.
The emphasis is on connection. Social casino is an opportunity to chat with friends, create memories and make inside jokes, and then share gaming results on social media.
Live gaming
Live casino games are another example. Not only is there a real, flesh-and-blood dealer rolling the dice or dealing cards, but players can talk to both the dealer and other players, creating a much more communal atmosphere than playing slots alone — something that Generation Z is less and less interested.
Instead, they are much more likely to be interested in crash games, fish shooter games, and innovative blockchain-based games — especially those that include an element of strategy (remember, the more they can be active participants and not passive observers the better).
Online casino and sports brands that embrace change are reaping the rewards. Leader boards, game chat rooms and other means of connecting with other players are becoming an essential part of player retention schemes.
Socialization
A recent Deloitte survey found that 40% of Gen Z respondents socialize more in video games than in the real world.
If you want, you can interpret this in the most negative way possible, saying “young people have lost track, they are sitting inside playing games when they should be out in the sun.” Or, you might realize that, rather than a social barrier, virtual formats like games are simply becoming the form that socializing takes.
And then you can do what smart business owners are doing, and make sure you offer your customers something they’re already looking for anyway: places to socialize online.
In the end, you must remember that people always need the essentials: food and water, a roof over their heads, and community. The food we ate and the homes we lived in 1,000, 100, and even 10 years ago are not the same as the ones we have today. Why should socialization remain the same?
Online friends
Meeting friends online is not a form of isolation; it is a form of convenience. It’s increasingly common to form friendships based on shared interests rather than shared location. This means that, for many young people, their best friend may live 1,000 kilometers away.
For Gen Z, there simply isn’t that much difference between a weekly poker night held in a player’s living room and one held on a poker site. Gaming is not the same industry it was 30, 15 or even 5 years ago.
Land-based casinos are recalibrating in the face of the digital revolution, focusing on alternative entertainment options to offset declining interest in in-person gaming. Z players can bet in Vegas or Macau, but they will do so on their cell phones while they shop or wait in line to see the latest resident artist.
Generation Z’s preference for online games
Gen Z has a clear and undeniable preference for playing online. Could this, over time, spell the end of the land-based casino industry? Perhaps, in the most extreme scenario. But what matters is that this generation is the face not of the end of the industry, but of its transition — from a primarily physical phenomenon with online options to a great way to socialize and have fun online (“Can you believe our parents used to get a plane to go and play in real casinos? What a shame.”).
In the modern economy, “online” doesn’t mean “alone.” For Gen Z, it’s the opposite. All forms of play are just another opportunity to connect with your peers. Smart businesspeople will take note and act accordingly.
About Slotegrator
Since 2012, Slotegrator has been one of the iGaming industry’s leading providers of software and business solutions for online casino operators and bookmakers. Therefore, the company’s main focus is software development and support for online casino platforms, as well as the integration of gaming content and payment systems.
Therefore, the company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games and betting data feeds. Finally, Slotegrator also offers consultancy services in acquiring gaming licenses and business incorporation.
