Gaming and entertainment - an imperfect union?

By adding family entertainment to its table and machine games, Las Vegas has created a new concept of gaming packaged in destination entertainment. Some of the projects so packaged have been successful, while others are misconceived and are performing below optimum levels. The diverse nature of games and entertainment does not automatically guarantee a successful union, because each serves different consumer needs and requires different management strategies. Based on observations of the Las Vegas experience, some types of entertainment constitute a better complement to gaming than others. For example, location-based entertainment such as revues and circuses appear to be good complements, as is shopping. However, interactive video and feature films have been poor complements because they provide experiences similar to the games themselves. Regardless of whether a particular type of entertainment is potentially synergistic with gaming, poorly executed entertainment projects will distract from a casino's gaming package.