Remember the old Las Vegas? The one where the rhythmic ching-ching-ching of slot machines was the city’s only soundtrack? Where the brightest lights pointed you directly to the blackjack tables and the poker rooms? That Vegas is still there, of course. But a new Vegas is rising right beside it. A louder, brighter, more immersive Vegas. This new city-within-a-city is making a huge bet, and the surprising truth is this: the biggest wagers are no longer just on gambling. They are on you, the experience-seeker on National Casino.
The business model was also straightforward over decades. Draw people in with low-cost buffets and eye-catching performances, and leave the casino floor to do the rest. The house never loses and the constant flow of gamblers financed all this. But a shift is happening. There is a new generation of clientele, particularly millennials and Gen Z, who prefer unique shareable experiences than spending the night at the craps table. They desire a post to put in their Instagram feed, a memory to share on Tik Tok. As a reply, casino giants are shifting gears, investing billions in attractions, which, by nature, have nothing to do with a deck of cards or a spinning reel. They are building immersive resorts.
The Sphere
Let us discuss the most obvious example. The Sphere in Las Vegas is not only a new venue, but it is a statement. On the exterior it is a huge, glowing ball that appears to have fallen out of the future. However, the magic is found within. It is a multi-sensory playground that will simply bombard you in the most pleasant way.
The main draw is the concert experience. When U2 launched their residency here, it wasn’t just a concert. It was a journey. The screen (the largest in the world) wraps around the entire audience. You can feel the music all around you, and the seats can vibrate. It is an attack on the sensesl, in a gorgeous, awe-inspiring manner. But it’s not just for concerts. They have played a movie, Postcard from Earth, that gives you a sightseeing trip around the planet. More of an attraction than a movie. People purchase tickets, get on the Sphere, and walk away without ever making a bet.
A World of Attractions
The Sphere is the flashiest example, but this strategy is everywhere. Walk down the Strip now, and you’ll find a staggering array of non-gambling options designed to separate you from your money in the most entertaining ways possible.
High-Art and Wild Thrills
Resorts World features a collection of high-end, immersive art installations, and it’s a far cry from the velvet paintings of old Vegas. Meanwhile, at the STRAT Hotel, you can brave thrilling rides like the Big Shot, a catapult that launches you 160 feet into the air from the top of the tower. The payoff isn’t a jackpot; but rather a scream and a stunning view of the city.