Casinos Look to Video Games to Cultivate Millennial Players


In an attempt to tap into a new generation of Millennial customers, three Atlantic City casinos are making a gamble of their own with new skill-based machines that emulate first-person video games. This month, Caesars, Harrah’s and Bally’s – all of which are owned by Caesars Entertainment – are introducing Danger Arena, a first-person shooter developed by GameCo., that is meant to be more cartoonish and less violent/intense than similar games like Call of Duty.

GameCo's Danger Arena is a new idea in skill-based gambling.

GameCo’s Danger Arena is a new idea in skill-based gambling.

Players use a controller to shoot as many targets (in this game’s case, robots) as possible over the course of 45 seconds, while making bets from $0.50 to $20. If they hit seven shots, they break even, with a max prize of 25 times their bet for hitting 10 or more targets.

GameCo is still working on final approval for the new games from N.J.’s Division of Gaming Enforcement, a process that must be pursued in Nevada as well before these games can see wide release.

The game features a wide variety of maps that vary in difficulty, and lucky players can receive in-game boosts and bonuses, including a $5,000 instant cash prize. They don’t, however, offer the traditional, attention-grabbing possibility of five or six-figure jackpots. GameCo and other companies are looking to rollout similar video game gambling options at casinos, including driving, fighting and adventure games.



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