Inside G2E: How Casinos Are Adapting for Gen Z and Millennial Players

^{Paul Bell of HBG Design and Erica Kosemund of Choctaw Nation Casinos & Resorts discuss how properties can attract younger audiences at G2E 2025. (Photo: Vanessa Alves-Johnson / Casinos.com)}

LAS VEGAS -- Casinos are constantly evaluating aspects about their properties to attract the next generation of players, from dining and design to entertainment. At the Global Gaming Expo (G2E) in Las Vegas, panelists examined how casinos are adapting to the needs of their Gen Z and millennial guests during a panel titled, “Amenities that Attract Tomorrow's Players.”

The discussion, moderated by George Trujillo, featured Paul Bell, the principal designer at HBG Design, and Erica Kosemund, chief grant officer for Choctaw Nation Casino and Resorts. Together, they talked about how casino resorts are evolving from solely being gaming destinations to becoming well-rounded hubs for entertainment that appeal to all types of guests.

Understanding Tomorrow’s Casino Guest

Bell and Kosemund agreed that tomorrow's players and casino guests value the overall experience and immersion over just coming for the gaming experience.

 “This generation needs something they can believe in before they arrive,” Kosemund said.

 With there being a plethora of gaming resorts in many states and online gaming being extremely accessible, it takes more to get audiences to want to come to the casino. Bell added that about 82% of Gen Z and Millennials decide where they want to spend their time based on the amenities and atmosphere, not just gaming options. 

“They want the coolest experience and to go to the place that has the coolest amenities,” he said. Casinos have to create experiences that are shareable with their friends and feel personal to appeal to these guests.

Using Social Spaces and Storytelling

The panel also highlighted the value of partnerships with celebrities and social media influencers to attract new audiences. Choctaw properties have found success in using this strategy by featuring partnerships with people like Giada De Laurentiis, Bobby Flay, and Lainey Wilson. 

Just recently, Virgin Hotels leaned into doing exactly that by hosting a meet and greet with the WWE Hall of Famers Nikki and Brie Bella for the debut of their wine brand -- the event brought in a long line of people to the property out of interest in meeting them.

Bell echoed that sentiment, saying that Gen Z players are drawn to “cool bars and craft cocktails.” That draw can create organic marketing opportunities that casinos can leverage as a result of a guest sharing their positive experience on social media. 

According to Bell and Kosemund, concerts and entertainment events are the events that typically bring in a younger demographic. Operators can really lean into creating experiences that keep guests on property before and after events.

How Amenity Design Shapes the Experience

Long gone is the traditional casino buffet, according to the panelists. The younger generation considers food and beverage programming a really defining factor in a modern casino resort, so we see these being replaced by food halls, open kitchens and unique dining offerings.

“The buffet is fading,” Bell said. “And we find that the younger generation prefers more active food halls with live action prep and specialty food menus.” 

Bell explained that modern casino design is focused on accessibility to welcome guests who may not be there to gamble but still want to eat or socialize. Food halls are starting to dominate the dining space, filling that void that buffets used to fill. We see this concept especially in many Vegas casinos like Resorts World’s Famous Food Street Eats, Fontainebleau’s Promenade, and even Aria’s Proper Eats Food Hall. There’s more to be named, but the success of the food-hall model shows how dining is becoming a social hub as much as a culinary one.

Creating Spaces Made for Connection

Design plays a key role in capturing tomorrow's players, and Bell discussed how his firm uses daylight, water, and open-air spaces to act as magnets for social gatherings. 

We see this concept done well in Las Vegas, with Stadium Swim at Circa and the many dayclubs all throughout the strip, showing how daylife, music, and entertainment can merge into one attraction. These also present opportunities for casinos to keep guests on property longer.

Apparently non-smoking areas are gaining traction with younger guests. According to Kosemund, the non-smoking gaming areas typically have more young guests and non-card guests. Theaters and live entertainment are a staple in a casino regardless of the generation as they continue to bring in guests of all demographics.

Wellness and Lifestyle Experiences as a Resort Strategy

Despite the contrast to the casino, wellness is emerging as an important part of the resort strategy for a casino. Kosemund explained that younger audiences are drawn to activities that provide a contrast to the typical casino environment.

 “You can't have a successful casino without a successful resort.” Kosemund said. “These experiences create balance and make the property feel more welcoming to everyone.” 

Activities like yoga on the lawn, mimosa brunches, and outdoor events help to attract a wide range of demographics, offering a contrast from the vices often associated with a casino. Social media also empowers this strategy, as it can be easily promoted online along with on property at a casino.

How AI will Impact Tomorrow’s Casino Strategies

Both panelists also touched on AI and how to use it responsibly -- a recurring theme throughout G2E. Kosemund and Bell urged casino operators to be cautious in how they use AI, citing the risks that they can carry if misused. 

According to Bell, AI tools can enhance guest experience and remove some of the pain points but it's also important to not rely too heavily on using them to automate parts of the experience.

The younger generation uses social media heavily to make decisions, and it shapes how guests form impressions of a property before they even arrive. The panelists agreed that as agentic AI becomes more advanced, people will continue to put their decisions in the hands of technology. 

Looking ahead, Bell and Kosemund agreed that predicting what the casino experience looks like 5-10 years from now is nearly impossible as things are changing day-to-day or even week-to-week. Bell added that entertainment districts are going to continue to be a focus for a lot of modern casinos. 

Leaning into a hub with gaming, dining, and nightlife gives casinos something for every guest. The panel underscored a big shift in casino strategy today, and now guests want experiences at the casino that they can tell their friends about.