The newly built sportsbook at the Borgata Casino doesn’t feel like a regular sportsbook, and there is a good reason for that. It’s not just a sportsbook. It’s also a bar and a restaurant. In fact, Marcus Glover, Borgata’s president, said that space is a bar and a sportsbook during the day. But it can turn into a nightlife venue at night when interviewed about their latest venture last week.
All and all, this means that sportsbooks in Atlantic City are using different concepts and approach. And The Borgata’s Money line venue not just has the betting and sports vibe, but the luxurious bar feeling too.
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On the other side of the spectrum, there Bally’s. It’s the largest sportsbook in the area and they’re going for a different route. It wants to attract a younger audience as well as the traditional sports bettor equally. “We’ve done a lot of research on what is appealing to millennials, and it’s the social aspect.” Said Kevin Ortzman regional president for Caesars Entertainment.
The truth is, Millennials aren’t as likely to spend money in traditional ways such as at a slot machine. What they will do however is spend more on food, drinks, and other more socially engaging aspects. And the Boardwalk will try to offer all these things and more to its visitors.
The most challenging thing for a sportsbook to achieve is having it buzzing all year long. If there are no sports events, people won’t show up, and beer pong and other smaller activities only work for so long. Almost all the bets placed today are online, and people tend to play via their smartphone or a remote connection rather than going to a brick and mortar casino. And places like Atlantic City need to be creative to bring them all back. In essence, the key to it all is to activate the non-sportsbook spaces such as restaurants and bars. And so it seems that Borgata Casino has the right approach to thrive for many more years.