Nevada lawmakers are considering a measure that would allow casino guests to gamble on operator-issued tablets and mobile devices while anywhere on the property, such as in the privacy of a hotel room or while watching a Cirque du Soleil show.
It is one example of how casinos are turning to technology to appeal to a broader set of gamblers in the wake of one of the industry's worst downturns.
MGM Resorts, which operates the Bellagio, MGM Grand, Mirage and other casinos, recently launched a customer-loyalty program that uses "sophisticated predictive analytics" to determine guest rewards, room offers and comps based on the types of games they play, past purchases and other personal interests.
MGM vice president Scott Voeller said the recent downturn is a key reason the company is "on the offensive" with new offers, such as allowing gamblers to earn the option to select a daily song for the Bellagio Fountain show or work as a dolphin trainer at Siegfried & Roy's Secret Garden and Dolphin Habitat at the Mirage casino. "We strategically said, 'Now it's time to invest further in our technology and in our programs,' " Voeller said.
Nevada casino revenues dropped 9.7 percent in 2008 and 10.5 percent in 2009, according to New Jersey-based industry research and consulting firm Gaming & Resort Development. Revenues were flat in 2010.
Casino operators are targeting younger, high-tech gamblers with the social media and mobile gaming programs. They want to get in on the latest gadgets," said industry consultant Bill Palermo. Younger gamblers may be more likely to play online, an activity that is in limbo in the U.S. following the FBI's recent bust of top Internet poker operators PokerStars, Full Tilt Poker and Absolute Poker.
Th casino-issued gambling tablets, which feature sports betting and table games such as Baccarat and Blackjack, already are available for play at some casinos, including the M Resort Spa Casino and the Venetian. But they're currently restricted to public areas such as restaurants and lounges.
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