Casinos aim to appeal to Gen Z without them having to gamble a cent

Casinos are increasingly trying to win over Gen Z by giving them reasons to show up (or hang around) that don’t require placing a single bet. Instead of leading with slots and table games, many properties are leaning into food halls, live entertainment, and social spaces designed to feel more like a night out than a traditional gaming floor.

Gen Z—typically defined as people born between 1997 and 2012—has been spending on experiences, social activities, food, nightlife, sport, and digital entertainment. A lot of that leisure time is already being paid for from the couch via gaming, streaming, social media, and sport, which raises the bar for what a physical venue needs to offer.

That shift is also tied to how betting itself is changing. A 2025 TransUnion survey found Gen Z are more likely to bet than their Gen X parents and baby boomer grandparents, but less likely to do it at physical casinos. In the US, mobile sportsbook brands are now so common that a Siena Research Institute survey found half of American men aged 18 to 49 have accounts with services such as DraftKings or FanDuel—making it harder for brick-and-mortar casinos to rely on wagering alone to get younger adults through the door.

So venues are remodeling to look less like the stereotypical “dark-and-smoky” casino. That can mean more natural lighting, upgraded restaurants, and youthful gathering spots such as bowling alleys—especially in smaller and middle markets where operators say they’re selling an overall “experience,” not just gambling.

One example: Hollywood Casino and Hotel Aurora, around 35 miles west of Chicago, has undergone a $360M refurbishment aimed at a younger clientele. Its sportsbook has been framed as a “local watering hole,” and the broader refresh includes celebrity-chef presence from Giada De Laurentiis, plus a food hall featuring items like street-style tacos and spicy chicken sandwiches. The property also has murals by local artists and booked Ben Bankas as the first comedian on its fall schedule.

Penn Entertainment CMO Jennifer Weissman summed up the challenge as creating something “beyond just what you can get on your device,” arguing that younger audiences want something more social and community-oriented when they go out. Gaming analysts have also described these entertainment add-ons as “mouse traps”—ways to drive spend whether someone is betting or not—underscoring a bigger idea: the next generation of gamblers may look more like the next generation of entertainment consumers.

New developments are being pitched with similar thinking. New York Mets owner Steve Cohen is planning a project that highlights outdoor spaces and amenities, one of several efforts to make casino-adjacent destinations feel more like multipurpose entertainment hubs tied to sports and live events.

For players, this matters because the perks and “value” around casinos may increasingly come from events, food, and social hangouts—not just odds, jackpots, or classic bonus offers.