Top trends in the land-based casino industry in 2025
Leading companies provide their views on the evolution of the land-based casino industry and expectations for the coming year.
Special report.- The land-based casino sector is continuing to adapt to shifting consumer behaviours, new technology and a changing global environment. Despite the boom in the online sector, especially since the Covid-19 pandemic, land-based casinos continue to captivate large numbers of players, but operators and suppliers need to be on the ball in terms of the latest trends and challenges in the sector.
To wrap up the year, Focus Gaming News sounded out key representative in the sector to get their perspectives on land-based casinos in 2024 and the prospects for land-based casinos in 2025.
Customer preferences
In 2024, customer demands centred around personalisation and immersive experiences. Rui Francisco, founder of FBM, noted that these factors are driving a transformation into a more tech-driven, customer-centric industry. Meanwhile, Eduardo Aching, vice president of international gaming operations at Konami Gaming, emphasised the growing importance of slot bonus events, which have become a key driver of player engagement. For its part, Merkur highlighted how economic conditions led to increased scrutiny of investments and competition, pushing operators to optimise their offerings.
Technology in the land-based casino sector
All companies agreed that technological change is playing a crucial role, from omni-channel solutions to AI-driven game development.
Representatives from Merkur said: “Technology plays a crucial role – both today and even more so in the future. It aids in reducing costs, expanding offerings, integrating omnichannel solutions, and thereby creating a comprehensive operational experience tailored to the needs of players.”
Francisco added: “Technology plays a crucial role in all customer experience improvements. This factor is present in all stages, from game development to the platforms delivering the games in the igaming case or the cabinets hosting the games in the land-based world.
“The adoption of new programming languages to enhance gameplay, alongside the growing use of AI tools in various stages of game development and by casino operators for services such as customer support or game suggestions, are just some examples of how tech advancements decisively impact player choices and behaviour when interacting with casino products.”
Aching said the industry is seeing more implementation of omnichannel entertainment, “inviting guests to engage with games across a mix of online and traditional land-based touchpoints.” He said: “As a provider of traditional land-based casino games as well as igaming entertainment, Konami has worked with a number of its casino partners in 2024 to facilitate omnichannel opportunities. We expect omni-channel technology to touch even more players and properties in the coming year.”
The rise of hybrid models
Hybrid models that integrate online and offline casino experiences continue to gain popularity, reflecting a broader change in player expectations and technological progress. Merkur noted that younger generations are “bringing with them entirely new demands for technology while also approaching these with a noticeably greater openness.”
Francisco said the pandemic accelerated this phenomenon and noted FBM’s approach in the Philippines, where the company offers “engaging on-site gaming sessions for local bingo players, who can continue their activity on a remote gaming platform featuring FBM games.”
Konami Gaming has leveraged hybrid strategies to enhance player engagement. Aching said many Konami SYNKROS customers had welcomed seamless player loyalty rewards across both online gaming and traditional brick-and-mortar properties. “This allows players to earn and redeem rewards whether they are at the casino or enjoying games on-the-go from a mobile device,” he said.
Growth markets
Merkur highlighted Latin America as a key growth market for land-based casinos in 2024 along with the North American market. Francisco agreed and also noted growth in the Asia-Pacific region. “We can see that more companies are entering the market and increasing even the top level of competitiveness registered in this market. The positive variation in casino revenues and the opening of new gaming facilities by operators and providers indicate the continuous growth of this market,” he said.
Aching noted that the United States is still outpacing other countries but said Konami is seeing “better growth momentum across international markets than in the years prior.” As for Europe, Merkur said the market appears to be “at risk of steering regulated and legal gambling in a concerning direction” due to politics.
In the United States, significant launches included the Desert Diamond Casino White Tanks in the west of Glendale, Arizona; the Chamonix Casino Hotel in Cripple Creek, Colorado; the Hard Rock Hotel & Casino Bristol in Virginia and The Hard Rock Casino Rockford in Illinois, among others. New properties have also opened in Mexico and Colombia.
The Asia-Pacific region is expected to see big changes in the coming years with an integrated resort in Osaka, Japan due to open in 2030, Wynn Resorts gaining the first casino licence in the United Arab Emirates and Thailand debating the legalisation of casinos.
Innovation as a key to success
Francisco said innovation was present in every FBM achievement in 2024, noting the launch and expansion of Jin Qián Link, Spirits in Mexico and the Xing Fú Fortune Money Trees. He also highlighted FBM’s new office in Oklahoma and the agreement signed with Delta Gaming Solutions as significant milestones in the US and the launch of a remote gaming platform in the Philippines.
Aching said that, in terms of entertainment, Dragon’s Law Fortune had proven to be attractive by combining a triple bonus mechanic with the iconic Dragon’s Law mystery Wild feature. As regards technology platforms, he highlighted the launch of the company’s owned remote gaming server (RGS).
Challenges for land-based casinos in 2024
Companies generally agreed that regulatory changes in various markets were one of the main challenges of the year along with increasing competition and shifts in consumer preferences.
Merkur said: “The increasing regulatory requirements present new challenges not only for our guests but also for us as operators. Our particular focus is on our employees, who must deal with these regulations on a daily basis. We have provided them with technological solutions that enable them to perform their tasks efficiently and reliably – an approach that takes into account the growing global regulatory demands.
“At the same time, economic factors also influence our actions. With carefully tailored products, we aim to preserve and enhance the enjoyment of our guests. Ultimately, for us, fun, dwell time, and an overall positive experience always take top priority.”
Francisco said the main challenges remained consistent. “In terms of consumer preferences, at FBM, we always aim to stay one step ahead with our roadmap,” he said. “Our product development process is continuously nurtured by player feedback across our markets, enabling us to create products that combine innovation, reliability, and high performance in a final product that delivers positive outcomes for casino operators while providing players with memorable gaming experiences.
“Competition is a healthy and essential part of the business. With over 20 years of successful operation, we welcome the challenge competitors bring as they make us push harder every day. As for regulation, FBM has not faced significant challenges in this area within our markets of operation. However, we remain vigilant, as regulatory frameworks are always evolving. We ensure our products consistently comply with industry standards in every market.”
New business models and partnerships
As for business models or partnerships, Merkur said it focused on two key objectives: expanding its product portfolio through new technologies such as electronic table games and deepening its understanding of the North American market. To achieve this, the company said it involves North American professionals in the development of its strategies.
FBM, while not introducing new business models, solidified its market presence with a significant partnership in the United States with Delta Gaming Solutions, accelerating the introduction of its gaming product lines across Oklahoma, the second-largest gaming market in the country.
Konami Gaming celebrated its first launch of online real-money slots outside the US and Canada through Konami’s RGS. Through a partnership with Slots del Sol Online in Paraguay, Konami introduced popular titles like Chili Chili Fire, Dragon’s Law Twin Fever, and Lion Carnival. Following this success, Konami expanded its RGS to new markets such as Argentina and Mexico, and it will soon be launching its games in Peru and Colombia.
Land-based casinos in 2025
The land-based casino industry foresees a year of increased interaction with online gaming and the adoption of artificial intelligence in certain areas. Merkur said that the Omni-Solution concept is at the core of its approach, offering “a central account for all applications that, while adhering to applicable regulations, provides an optimal gaming experience and enjoyment.”
Francisco noted the adoption of AI, from game development to the player journey on the casino floor. Emerging technologies like AR, VR and cashless payment systems via digital wallets are also gaining traction, he said, and he anticipated further development of hybrid entertainment systems and more efforts to hyper-personalise the entire customer journey.
Aching predicted further interaction between online gaming and land-based gaming through the continued growth of omni-channel. “Players are enjoying the convenience of online wagering while at the same time appreciating trips to the casino for a total getaway experience. And increasing touchpoints and cross-marketing between the two are mutually reinforcing to best serve the player,” he said.
Attracting the next generation of players
Francisco said FBM maintains open feedback channels with operators, providing them with direct insights into player profiles. “By combining this methodology with a strong portfolio of slot product lines, FBM ensures that players of all profiles—including younger audiences—can find games that match their preferences in the brand collection,” he said.
Aching said younger generations want rewarding and memorable experiences. He said Konami has placed “a high importance on digital player conveniences and experiences through its igaming product as well as through SYNKROS casino systems technology like SYNKROS Drink System, Money Klip cashless, True-Time Bonusing Tool Kit, and much more.”
