Commentary

Vegas: A jeweler’s eye on divergent gaming, amusement forces

A recent visit to Sin City indicates the casino sector is looking to sports betting. e-sports and traditional amusement entertainment.

Image provided by iStock.

December 5, 2022 by Kevin Williams

Las Vegas, the U.S. gaming capital, continues its rebound from the COVID lockdown, reflecting the divergent trends taking place not only in gaming, but in amusements and entertainment.

While large display slot machines continue to benefit from the advancements in LED display technology, with wider, higher, color resolution and curved displays, the real innovation still seems to be in development regarding what can be expected from the next generation in gaming machines. New 3D technology display has been previewed behind closed doors – suggesting more holographic innovation in the coming months.

A recent visit to Sin City also indicates the casino sector is looking to sports betting. e-sports and traditional amusement entertainment.

Sports betting draws

The Evolutionary Championship series held in August at the Michelob Ultra Arena, part of the Mandalay Bay Casino Resort, attracted players and spectators to watch live competition on the latest fighting games, including the Tekken Fighting Championship. The event saw ticket sales exceeding 18,000 — with estimates that 20,000 tourists were attracted to the event.

Other Las Vegas properties that have embraced an e-sports narrative include Luxor Hotel & Casino, which has incorporated the HyperX Arena Las Vegas into its mix and replaced its sports betting operation with a permanent, 1,000-seat dedicated e-sports arena.

The venue has played host to sell-out events and streamed competitions.

Other casinos in the area are closely evaluating these examples of permanent arena installations to draw the emerging e-sports audience. While the jury is still out on the long-term profitability of this deployment, e-sports will be driving the future revenue of the gaming halls as the audience matures to the entertainment.

What's the winning business model?

The question is how best the casino sector can support this transition and turn a profit. While investment in e-sports continues to expand, there have been some hiccups.

Esports Entertainment Group, for example, recently ceased operation of its Vie.gg sportsbook division. After receiving regulatory approval in January of this year, the operation had been hemorrhaging investment, and the decision to close the operation will see the company focus on restructuring and looking towards other markets internationally.

The former Gameworks Las Vegas location has been taken over by a new tenant, Newport, Kentucky based Velocity Esports, comprising some 100 e-sports game titles, along with amusement platforms and a dedicated hospitality and bar offering. The operation is the second in the chain of competitive gaming venues hoping to cement a presence in Las Vegas' e-sports community.

Traditional entertainment continues

More traditional forms of amusement entertainment continue to make headway as well in Sin City.

New amusement entertainment spaces include Bally's/Horseshoe — an amusement hall with the latest video and redemption pieces. Previously a sportsbook location, the space has been totally redeveloped by the Caesars Entertainment operation into a modern amusement venue — which is an extension of the casino floor.

The 7,000-square-foot arcade is aimed at family and younger visitors to the casino, with the games operated by a cashless card system, Fun e-Card, and the space will also include a bar area. Sources close to the installation suggested that amusement machines in this environment could generate revenues like their slot machine equivalents — time will tell how well this latest operation will fare.

Amusement and competitive socializing has also reached Las Vegas venues as a new entertainment component to the gaming floors. The first AR Darts platform was recently installed at the Golden Spike casino hotel, part of the DTP Companies.

U.K. based 501 Entertainment similarly developed its "Smart Darts" platform installation marking the first placement in the U.S. It also marks the first of several social entertainment style lounges and arenas being installed across the Las Vegas cluster of hotel casinos.

The social element of the casino scene supporting the nightclub and hospitality element will be supported by the growth of entertainment, along with the gaming.

(Editor's note: Extracts from this blog are from recent coverage in The Stinger Report, published by Spider Entertainment and its director, Kevin Williams, the leading interactive out-of-home entertainment news service covering the immersive frontier and beyond.)

Music & Games

About Kevin Williams

Along with advisory positions with other entrants into the market he is founder and publisher of the Stinger Report, “a-must-read” e-zine for those working or investing in the amusement, attractions and entertainment industry. He is a prolific writer and provides regular news columns for main trade publications. He also travels the globe as a keynote speaker, moderator and panelist at numerous industry conferences and events. Author of “The Out-of-Home Immersive Entertainment Frontier: Expanding Interactive Boundaries in Leisure Facilities,” the only book on this aspect of the market, with the second edition scheduled for a 2023 release.

Connect with Kevin: