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Atlantic City casinos adapt as younger crowds replace elderly slot players post-pandemic

The pandemic rewrote the rules for Atlantic City's casinos—fewer slots, more tech-savvy crowds. Can Hard Rock's bold moves secure its future?

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2 min read
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Atlantic City casinos adapt as younger crowds replace elderly slot players post-pandemic

Atlantic City's casinos have faced major changes since reopening in July 2020. Hard Rock Atlantic City, one of the city's top performers, has seen a shift in its visitors—with fewer elderly slot players and more younger guests. The pandemic's impact continues to reshape both revenue and employment across the industry.

New Jersey casinos, including Hard Rock Atlantic City, resumed operations on 2 July 2020 under strict rules. Capacity was limited to 25%, and food or drink was banned on gaming floors. Despite these restrictions, Hard Rock maintained a strong position, ranking third in gross gaming revenue (GGR) among Atlantic City casinos with $80.2 million in the first seven months of the year. Its market share stood at roughly 12.5% as of July.

The casino has adapted its dining services, with 10 of its 12 restaurants now offering takeaway or outdoor seating. Yet, job losses have been steep across the city. Over 4,200 casino positions were cut since the pandemic began, including 393 at Hard Rock alone.

A noticeable change has been the rise in younger visitors. Joe Lupo, President of Hard Rock Atlantic City, linked this shift to technological advancements and a demand for entertainment as other venues, like cinemas, remained closed. Jay Snowden, CEO of Penn National Gaming, echoed this view, citing partnerships with brands like Barstool Sports as a factor in attracting a new crowd. However, Lupo warned that gaming revenue declines are likely to persist until at least spring 2021.

Atlantic City's overall GGR in July 2020 reached $147.7 million—a 47% drop compared to the same month in 2019. The decline reflects ongoing challenges as the industry adjusts to reduced footfall and changing guest habits.

Hard Rock Atlantic City remains a key player in the city's gaming market, despite revenue falls and job cuts. The casino's shift toward younger visitors suggests long-term changes in guest demographics. For now, the industry's recovery hinges on managing pandemic restrictions and adapting to new trends.

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