by By Shelby Helton
If you’ve been on the internet in the last year, then you’ve probably seen an Instagram reel, TikTok, or meme of the “average gambling addict.” This trend usually includes videos of Boomers or Gen Xers acting like a maniac on a slot machine, pressing the buttons as fast as they can, enclosed with a satirical caption saying: “You’re only one spin away from generational wealth” or “90% of gamblers quit before they hit it big.”
While Boomers and Gen Xers are usually the butt of gambling jokes, the data shows that the average age of casino visitors is dropping. In 2024 the average age of casino visitors in the U.S. was approximately 42, an eight-year drop from 2019’s average age of 50, according to Casino Statistics. This dramatic shift in age demographics from Gen X to Millennials shows a growing appeal in younger casino visitors that the industry needs to use to their advantage. Moreover, according to an article by SCCG Management, a leading advisory firm in the gaming industry, younger generations are changing the casino floor, with a decline in slot machine use and a rising attraction to table games. So to attract the next generation of casino-goers, the industry needs to meet their audience where they are — TikTok.
Why TikTok?
According to Sprout Social, the largest age group on TikTok is currently 25 to 34, showing that while Gen Z is a large audience on this app, Millennials are just as invested in the platform. Also, according to 5W PR, users spend approximately 198 million hours a day consuming gaming content on TikTok, offering a substantial opportunity for the casino industry. TikTok’s unique algorithm also recommends content not based on an account’s followers, but the user’s interests, allowing new accounts to go viral or quickly gain viewership and followers.
Effective TikTok Strategies
Because TikTok has a unique algorithm, it requires specific tactics to maximize impact. Some of these include using trending audio and music, participating in popular trends and challenges, and posting consistently during peak engagement hours. Gaming-specific content that casinos can post includes new games, big jackpot winners, or exciting live casino action.
TikTok Live
Additionally, live streams are a feature on TikTok that casino accounts should leverage. Users interested in gaming content can come across a casino’s live stream without even following the account, and can discover new casinos just by scrolling through live streams on their For You Page.
Casinos can use live streams to showcase table games or events, to host live game tutorials, or to collaborate with gaming influencers. Showcasing live games can give viewers a sense of FOMO that will draw them into coming to casinos in person. Secondly, hosting live game tutorials is a great way to engage with younger audiences that don’t know how to play table games and can teach them etiquette while also emphasizing responsible gaming practices. According to 5W PR, research shows that 73% of players respond positively to brands that consistently pair responsible gaming messages with success stories, meaning that emphasizing responsible gaming should be an essential messaging strategy for casinos. Lastly, collaborating with TikTok gaming influencers and inviting them to the casino allows them to live stream their gaming experiences on their own accounts. In return, these influencers bring their audience with them, creating instant reach for the casino.
With the age of casino-goers consistently dropping in recent years, and younger audiences influencing a shift in which casino games are popular, the next generation of gamers is already changing the casino landscape. By using TikTok as a platform to engage with this next generation, casinos can ultimately expand their audience and create longtime loyal customers.
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Hi Shelby! Your blog post is so intriguing! I found It so interesting that millennials, like our generation are just as invested in TikTok. I also learned from your blog post how the average age of casino-goers is dropping…I wonder why our generations are finding casino games more popular at this age? Overall great work!
Shelby! This was a really great post, and honestly, not very surprising! I have seen this rise of live stream style gambling, and know many people in the same TikTok age demographic who are currently using it. Thanks for sharing.
Hi Shelby! I really enjoyed reading your post! I think this was a really cool and unique post for this assignment. I thought it was interesting how you connected the demographic shift in casino-goers with TikTok strategies, especially highlighting Millennials alongside Gen Z. I liked your examples of using live streams, tutorials, and influencer collaborations. Your post also made me think about how industries outside of typical social media niches can creatively use platforms like TikTok. Great job showing both the data and the practical strategies!
Shelby, what a unique post topic! I’ve been loving reading about TikTok’s influence in our society, especially with topics I’m not super knowledgable on like gambling. It’s so interesting to see how our generation is leaning towards the gambling scene, and I wonder how that is going to look or progress in the future.