MGM Resorts International, under the leadership of CEO Bill Hornbuckle, is on a mission to attract younger gamblers who prioritize experiences over material possessions. Hornbuckle emphasized the importance of appealing to millennials and Gen Z’ers during his keynote address at the 2024 Global Gaming Expo, highlighting the shift in demographics within the gaming industry.
“A decade ago, the gaming industry was puzzled by its inability to capture the interest of younger generations,” Hornbuckle noted. “The average age of a casino visitor in 2019 was 50, but today, we must continue to evolve in order to cater to the growing millennial and Gen Z workforce.”
Describing millennials as “experience-based,” Hornbuckle contrasted their preferences with those of older generations who may value material possessions more. He acknowledged that Las Vegas has become more of an escape for visitors, with events and experiences driving visitation to the city.
In addition to focusing on experiences, MGM is also looking to expand internationally. The company is currently constructing the $10 billion MGM Osaka resort, set to open in 2030. MGM has also expressed interest in entering the Brazilian market and has launched BetMGM in the U.K. and the Netherlands.
“We’re in 15 other countries, many of them European,” Hornbuckle explained. “We’ve got our sights set on Brazil for the upcoming launch of BetMGM in January.”
While acknowledging economic and geopolitical challenges in regions like China, Hornbuckle expressed optimism about the market in Macao, noting its growth since 2004. He emphasized the importance of embracing international opportunities to drive growth for MGM Resorts International in the coming years.