Geriatric Gambling Generalizations

February 2019

My wife and I just got back from Las Vegas.  It was my second visit there in the last 12 months.  On the first trip, I went with seven male friends.  That was fun.  This time it was just my wife and me.  Which was also fun, but enjoyable in a very different way.  It’s true that Las Vegas offers a great deal more than just games of chance.  However, gambling was still at the core of both trips.  And no, I did not win.  No one did on either trip.  This is quite the norm, I guess.  Which makes me wonder why we consent to do it. To throw our money away so eagerly?  Especially we citizens entering the senior range of our existence. 

So of course, this makes me ponder; Why, as we age, do casinos and gambling become such sources of entertainment?  Again, I know these places and activities are not for everyone, but they are certainly doing very well.  Especially with those of us getting along in years. Now why is that? Why do casinos become such an allure as you get older?  

We have a casino in our town.  It’s been open for well over a decade. It’s the Native American version, the type that seems to have popped up in a variety of places across the US.  This establishment is about 15 minutes from my house.  There was a great deal of trepidation in our community about the thought of having a casino.  Crime was supposed to run rampant; gambling addiction was going to go off the rails and corruption, prostitution and racketeering were all supposed to rear their ugly heads. 

Of course, none of this happened.  Not that these things don’t exist, as they do everywhere, they just didn’t get any worse because of the casino.  In fact, the casino and its associated hotel have done a great deal for our community.  Creating hundreds of jobs as well as providing generous profit sharing for the local school districts.  It has been a very positive addition to our community, at least from my perspective.

My wife and I visit once a month or so.  It’s home to some of the better restaurants in our area, as well as having a nice auditorium which brings in talented music and comedy acts. But generally, if we are honest with ourselves, it is gambling that keeps us going back.  Something that has become distinctively more appealing as we have aged.  It seems that casinos know this, and tailor their experience to our demographic.  That’s because they know what they are doing! 

Marketing is a formidable tool. And as we age, we are more susceptible to the power of suggestion.   We seniors clearly have more time, and likely more disposable income, and the casinos work hard so that we will give them a bit of both.  Casinos send out mail vouchers and email offers to encourage more older people to come in and play. Billboards dot our highways.  Advertising is highly prevalent on both television and radio. They are spending and effectively drawing us in.

All that marketing gets you to go.  Once you’re there, they also have many ways that incentivize you to play more and prime you to want to come back.  Again, especially targeting more senior patrons.  There are several ways in which they do this.  One, they make their facilities highly accessible to the elderly, as well as finding creative ways to get you there if you perhaps need a ride. They welcome you with open arms at the door and the staff is trained to be friendly and accommodating.

Secondly, seniors love the illusion of “free”.  Free slot play, free drinks, free appetizers… There are all sorts of freebies that come with your visit, and the more you visit the more “free stuff” you can qualify for.  You garner points from everything you do. Points that grow your status level.  Another thing that seniors, as well as almost everyone else, loves.

So now they have made you want to go, and given you reasons to want to come again.  They also know that once they have you in the door with your wallet out, they have what else you are looking for. Even if you didn’t know you were looking for it. They have a hand reaching out for you the minute you walk through the door.

Slot machines, the old one-armed bandit, are where casinos make their money. So this is where they guide you.  We’ve all seen the machines from the old days where you’d pull the lever to spin those reels.  Anticipating that big payoff.  Today’s slot machines make it even easier for you, only requiring you to push a button. And of course, be able to put your bills in the slot to get you started.  Or to keep you paying… I mean playing. 

And slot machines have everything we are looking for.  You can bet a lot, or very little.  They are generally easy to understand.  In fact, you don’t even need to understand them.  Many are highly directive.  They also pander to the aging.  Knowing as we age, our senses are not what they once were. So slot machine sounds are loud, the pictures big and bright, and winning has no bearing on your reflexes or quick thinking. They even give you a comfortable chair to sit in in front of the machine while you play.  A perfect storm indeed.

Another fact we must face is that slot machines can be highly addictive. They take no real skill, and winning is random and frequent enough that you’re inclined to keep playing. Just in case the next push of that button is a big win! The sounds of others winning around you are enough to make you think it will soon be your turn. They know full well that we all are looking for the rush that comes with the “big win”.  When our machine’s bells and whistles go off and we are on display in all our glory.  Proving we are winners! 

The colors and sounds of these geriatric video games are engineered to fire the pleasure centers in your brain, even when you are not winning.  They provide verbal reassurances that you’re doing great! Cheering you on to a big win!  As I said, there is no skill or real concentration required, so it’s an enjoyable and stress-free way to while away the time. Adding stimulation to people looking for something to provide excitement in their lives. Creating a transportational experience that they will want to repeat.

For many older people loneliness is a common companion and casinos and slots provide a type of social escape.  Even though slot machines themselves are generally not a social activity, they offer a common framework and bond amongst the people participating.  Namely commiseration about losing. They can also be relaxing and rejuvenating if you don’t mind losing a little money.  And most seniors don’t seem to be bothered by this.  Generally, it is money they have and excitement and interaction in their lives that they lack.

So, what’s the big deal?  Maybe there isn’t one.  But maybe there is.  Not to get too serious about something I both enjoy and believe is a decent activity for seniors.  Yet, I do have some concerns.  Mainly that casinos make us bank on the illusion that we will inevitably win.  That luck will sooner or later come our way.  Maybe causing some of us to visit a little too often. Or spend just a little too much.  Always thinking that the money will inevitably return.  That is a fool’s errand. 

I also worry that casinos are not truly a great social escape for seniors.  It actually offers nothing more than a false sense of community, in a place that is nothing more than a mindless escape. So rather than creating the social connections that many seniors need, they may become even further alienated.  But what do I know?

Well, I know I enjoy going.  Not too much but occasionally.  My wife does too.  It’s entertainment.  I am only now entering the casino’s target market so we shall see how this evolves. My wife and I both hate losing money, so this keeps us from going too frequently.  One thing I do know is this; from a tactical perspective the first machine I go to always pays out.  If I would just leave after that I would always win.  Of course, that machine is an ATM!