MGM RESORTS INCREASINGLY LEVERAGES MOBILE GAMBLING OPPORTUNITIES
 
Vegas giant hopes to engage with millennials by catering to their preferences.
 
The latest MGM Resorts business reportage includes information on the Las Vegas gambling giants increasing use of mobile and online activity to engage with the sought-after millennial demographic – a major element in its future plans for continued success.
 
The group has been a consistent advocate for online gambling licensing and regulation in the United States, and this year enjoyed the successful launch of a mobile sports wagering app branded playMGM, which was followed by the groups easyPLAY online and mobile slot tournaments.
 
Both have proved popular, with the sports betting app enabling punters to bet from anywhere in Nevada.
 
MGM is clearly in tune with the markets, where analysts are flagging the increased use of mobile devices for betting, and some predict that within the next five years mobile will become the dominant channel for sports betting in Nevada.
 
The group is extending the availability of its online and mobile products by making them available to customers throughout its terrestrial venues, particularly at its swish new cocktail lounges, where the companys innovative InteractivePro tables enable punters to use the web-based easyPLAY facilities and watch TV, play games and go online.
 
InteractivePro tables are also being integrated into MGMs new Whiskey Down lounge concept, where sipping a wide range of fine whiskeys is complemented by gambling on upmarket blackjack and video poker facilities…and of course connective services link to mobile playMGM and easyPLAY.
 
The groups new T-Mobile Arena and The Park on the Las Vegas Strip further integrate the mobile and easyPLAY services, allowing MGM customers watching events in these venues or enjoying a restaurant snack to have a flutter whilst not actually inside a casino.
 
Observers have opined that MGMs foresight in trying to provide entertainment more suited to the preferences of millennials could give it an important advantage over rivals in the years ahead, at the same time renewing the appeal of its offering for other audiences through the introduction of attractive and innovative features.