Slots then and now: Is there a real gap in generation preferences?

The world of slots has revolved and spun over the generations, developing from the conventional mechanical one-armed bandits to the apparent segregation that exists in the present generation of slots. Industry trends are shaped by people based on their tastes and habits. People's tastes and habits are shaped by something bigger—the cultural environment, technical capabilities, and public sentiment at a particular time. This is where the theory about the difference in tastes of different generations is born.

The view on the generational gap in players’ preferences that I share today is representative because it’s based on the experience and internal statistics collected over the more than 30 years of Belatra’s existence. Our milestones reflect all the processes in the Gaming industry through these years.

Millennials like to reminisce

One thing is for sure: the shared thrill of the spin unites players of all ages.
However, the variety of options concerning online slots defines the profusion of the iGaming world and how different generations approach this matter.

When European Millennials withdrew from physical machines, they became open to trying out other formats and genres that were not commonly played by their peers. This could be due to the lower risk of testing something new in the online setting. However, some players seemed to still enjoy the traditional titles.

For example, we have several top-rated games that were initially developed long before the advent of mobile and online casinos. These games, such as Piggy Bank, Lucky Drink, or An Escape from Alcatraz, were created in the early 2000s and gained significant popularity among players of that era. Many gaming sets often included these titles to reach the broadest possible audience. Recognizing the enduring appeal of these games, we transitioned them to the online world, allowing users who were already familiar with them to continue playing online while also introducing these classics to a new generation of players.

Interestingly, statistics reveal that three-quarters of the users of these games belong to the Millennial generation (28 – 43 years old). While modern Gen Z (up to 27 y.o) players occasionally engage with these titles, their numbers are not as substantial. They mostly explore these games out of general curiosity or because they enjoy retro trends, which have seen a resurgence. However, Millennials truly relish playing the games that marked the beginning of their journey in the gaming world, back when they were still sitting in land-based casinos, pressing physical rather than virtual buttons.

Gen Z, nonetheless, is different to some extent. Fueled by the general cultural demand for what is ‘unseen,’ some Zoomers started consciously opting for the new progressive and themed formats that emerged and grew in popularity back then.

Zoomers set a high bar for quality

Here, we came to the second key difference. While Millennials search for fun, Zoomers are more selective consumers who follow trends. Hence, social forums and video platforms offer them the freedom to express themselves or give feedback, and providers have to be inventive while focusing on technical details such as animating, sound effects, themes, and character design because high-quality production is a ‘must’ for Gen Z.

Some insist that Generation Z is a 'clip-thinking’ generation. What does this mean for the iGaming industry? The answer is speed. They require fast-changing and advanced slot games and prefer new and fresh styles accompanied by quick-win features such as bonuses or free games and spins.

Free games, in particular, serve as a bridge between generations, appealing equally to Millennials and Gen Z players. Millennials enjoy the measured reel spins in free games, patiently awaiting the final reward. Meanwhile, Generation Z is also drawn to this additional game format, but with a preference for enhancements found in many of our games: the Buy Bonus feature, which allows players to purchase bonus games at any time without waiting for them to trigger naturally; Hot Mode, which increases the frequency, size, and speed of wins; and Global Multipliers, adding even more excitement and dynamism.

Additionally, a category of games resonates explicitly with Generation Z. As mentioned earlier, these players crave speed and quick wins, avoiding what they perceive as slow or drawn-out gameplay. The titles that cater to this demand are commonly known as instant games. These games are designed to be as fast-paced and dynamic as their name suggests—perfectly aligning with the preferences of the younger, quick-paced generation.

What helps developers remain in demand after 30 years in the market?

Providers should mainly focus on technology advancement, player-centricity, and legal compliance to develop effective strategies for the next decade in the growing online gaming market.

AI, VR, and blockchain technologies hold the potential to transform the interactive gameplay experience for players. This requires a high level of understanding of players’ behavior and preferences, which can be achieved through analytical data, to develop personalized offerings.

In mobile optimization, there are three key strategies that need to be implemented: portable devices, security measures, and game varieties. Responsible gambling, together with the willingness to expand to new markets and follow local regulations, should remain a priority for long-term success.

But mainly, future-tuned providers can be defined as constantly evolving while meeting the challenges of generational and preferential changes.

It’s not just about creating content. It’s about making the right content for the right audience based on the generation the players belong to. This means leveraging social media, streamers, and influencers for Millenials and Gen Z. By tailoring marketing strategies to different generations, you are not just reacting to change. You are shaping it. Creating engaging video content, incorporating real-life interactions, and ensuring the company’s social activity are also crucial for the company’s online presence.

Key messages that might draw the attention of Baby Boomers and Gen X are trust, security, and, indeed, the bonus benefits. It would also be favorable for the topics to be informative, and any promotions or activities regarding responsible gaming would further strengthen the loyalty of this type of audience.

Conclusion: listen up to all the voices

With a deep understanding of the different generations’ propensity to gamble and their responses to industry dealings, iGaming providers can devise specific marketing strategies that resonate with each generation and capture their attention. By designing slots that cater to all market shifts and flows, targeting the extreme ends and diverse demographics, providers can position themselves for success in the industry. As innovation and technology continue to advance, the gap between generations will narrow down, making slots a universally appealing form of entertainment and inclusive across all ages.

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