Not so long ago, it was believed that the majority of gamers seeking online entertainment were young, male and obsessed – but today, with entertainment more accessible than ever before thanks to smartphones and high-tech apps, people from all walks of life are logging on to get their fix. With the average gaming age now standing at 34, and new sign-ups to gaming sites and online casinos like Shangri La made up of just as many females as males, it seems we’re entering a new era in which online play appeals to a wider audience than ever before – and one segment in particular where spend has skyrocketed from players over recent years is online casinos.
Capturing the attention of high-net-worth gaming enthusiasts is no small feat, but casinos have long been associated with glitz and glamour, with many land-based establishments continuing to serve as playgrounds for the rich and famous and seeing eye-watering bets placed at high-stakes gaming tables in their exclusive private rooms. But replicating that same sense of opulence and sophistication online has always proved challenging, as without professional croupiers building the atmosphere, champagne and cocktails flowing and elegant decor to set the scene, it’s much more of a tall order.
That is, until the convergence of the luxury sector and gaming industry – a strategic union that has given rise to a new wave of high-end experiences that has not only elevated the allure of the online casino to lofty new heights, but extends far beyond this type of gaming alone.
Appealing to the high-end customer
At first glance, the synergy between gaming and the luxury sector might not seem that obvious, but as many gaming sites – and yes, particularly casinos – strive to create a sense of exclusivity through VIP programmes and personalised offers, and offer an unmatched experience overall, in fact, they are actually not so far apart after all.
Luxury brands are accustomed to catering to the discerning tastes of wealthy customers, who demand quality experiences and the most refined of products – and the modern gaming industry is seeking to emulate this by offering immersive, high-stakes experiences that can’t be found elsewhere, from access to private gaming tables to exclusive packages that are reserved only for a select few of the very highest rollers.
It’s this similar approach, and the shared values of exclusivity and opulence it represents, that has served as the basis for the marrying of the two in perfect harmony, offering big-spending players greater choice and an elevated online experience in every way.
A multi-sensory experience
For those with money to burn, only the highest quality goods and services will do, and those who have already ‘done it all’ are increasingly seeking multi-sensory experiences that offer something different from anything they have ever done before. The advent of virtual and augmented reality (VR and AR)) has changed the gaming landscape entirely over recent years, and it’s a concept that has slowly but surely made its way into online casinos, which are leveraging the latest technological innovations to enhance their customers’ experiences and inject some real ‘wow’ factor to ensure they keep on coming back for more.
While they might not be able to offer the lavish decor and high-end dining experiences that land-based establishments can, they can recreate the environment for users logging on from their sofa, sun lounger or anywhere else they happen to be – and with live dealers on hand to lead the experience, it has finally become possible to capture the thrill and excitement of a real life casino via little more than a smartphone app.
Unique collaborations
Luxury brands have long leveraged the appeal of exclusive collaborations, working with big-name celebrities and major influencers to create limited edition collections that sell out in minutes – and the online gaming industry has slowly but surely begun to see where it, too, can benefit from such an approach.
Increasingly, we’re seeing online gaming sites, apps and casinos work with notable artists, designers and brands to offer unique and exclusive products and experiences – take, for example, luxury fashion giant Gucci’s 2021 collab with online gaming platform Roblox, which in celebration of the brand’s 100th anniversary, allowed users to enjoy an immersive multimedia experience in which they could make their way through themed rooms and immerse themselves in creative director Alessandron Michele’s vision and multifarious inspirations. In doing so, they could mingle with others exploring the space and purchase digital Gucci garments and accessories created exclusively for the space, even wearing them throughout the experience with the help of VR and AR technology.
The future of luxury online gaming
The worlds of luxury and online gaming have well and truly collided over recent years, and it goes almost without saying that this is just the beginning. The future is certain to bring with it a host of exciting new possibilities, particularly with the development of the Metaverse now well underway. And as AR and VR continue to be heavily integrated into the gaming and entertainment experience, nothing is off the table. Opulent surroundings, personalised services and thrilling gameplay are no longer limited to land-base gaming establishments alone, and now, the sky really is the limit.
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