How Will Online Gambling Operators Reach Gen Z?

Written by: Aaron Kim, Online Casino Writer & Specialist in Slots
4 minute read
The Future of Online Gambling Operators Who Want to Appeal to Gen Z

The Gen Z generation represents those born in 1997 to 2012 and is perhaps the most complex case study for online gambling operators. Those legally allowed to gamble among this demographic group frequently value the fun experience and uniqueness of exciting video slots and new games with excellent graphics.

So, as more of this generation comes of age, how can online casinos appeal to a generation they have no experience in marketing to? Are we about to see a drastic shift in the virtual betting experience catered around a newer demographic? Whatever happens, it will undoubtedly be a novel and out-of-the-box approach to conform to Generation Z’s taste.

News Highlights

  • Only 20% of the current Gen Z population can legally gamble.
  • Loyalty and attention are essential metrics for online casinos to measure.
  • Building a comprehensive app is essential moving forward for online casinos.

Gen Z Coming of Gambling Age

What is Generation Z? It’s the demographic group of people born between the late 1990s and the mid-2010s. We are currently seeing a lot of individuals who are coming of age and who can now gamble legally. Around 40% of current Gen Z’s can already buy lottery tickets, and 20% can gamble online or at a brick-and-mortar casino. In fact, according to the National Council on Problem Gambling, the majority of people who play at online casinos are young gamblers.

Gen Z and The Future Growth of the Gambling Industry

Gen Z and the future of online gambling

Online gamblers look for exciting gameplay experiences with fast payouts. Therefore, for any online gambling operator to grow in the years ahead, streamlining operations and providing quality games for new, younger gamblers is a requirement. However, adding a personal touch to the branding of an online casino attracts Gen Z’s as they feel catered to and listened to.

Personalization of a gambling service warrants loyalty. It will be increasingly important for online casinos to break the mold and diversify their marketing methods to entice new customers as the industry becomes watered down with competition.

Can The Gambling Industry Adapt and Attract Gen Z?


Firstly, real money online casinos need to modernize their aesthetics and quality of games. Today, there are still far too many gambling sites providing outdated slots that are clunky and unattractive. Replacing all old games with newer ones with more unique features and flashier animations will keep Gen Z customers around for longer.

But it’s not only about what you have to offer as a casino, but how you portray yourself. This generation is no stranger to gambling, having been inoculated with the concept in loot boxes and “surprise gift mechanics” in games for years now.

There is a lot of competition in the industry, so branding and marketing are key for all serious entities in the space. If a gambling site can offer value and personalize its identity to cater to its audience, it will have a more loyal consumer base who will spend more.

Gen Z Casino App Engagement

Gen Z App Engagement

Gen Z’s, also called zoomers, rely heavily on apps in their day-to-day life, as smartphone usage is native to them. If online casinos want to stay competitive in the coming years, they need to develop a comprehensive app that is not just a port to a website. Having a functional app that is sleek, effective, and easy to use is essential for serious industry players.

The Future of Gambling with Gen Z

Online gambling will only continue to grow. It’s just a question of how the industry will look like in a few years. With the advancement of high-quality games and better branding of casinos, we anticipate that the industry will only look and feel better. The future of gambling with Gen Z seems exciting, and we can’t wait to see how the industry develops moving forward.

Aaron Kim

Aaron Kim Online Casino Writer & Specialist in Slots

Aaron Kim is a big sports fan and a video game fanatic. He specializes in reviewing online slots and has written for the online gambling industry for more than five years.

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