When it comes to esports, the Ocean Resort Casino in Atlantic City is officially all in.

The resort that reopened in June under new ownership has unveiled The Den, a gaming lounge geared for gamers and millennials. The area is located on resort’s mezzanine level next to the 5,500-seat Ovation Hall.

As part of the strategy, Ocean plans to open a virtual reality experience next to the theater away from the gaming floor in 2019.

Ocean’s representatives view the idea as part of an effort to drive a younger demographic and thousands of people to the property

The full embrace of esports is the strategy of Jordan Deifik, vice chairman of the Ocean Resort Casino and whose family is the majority owner. The group acquired the former Revel Casino Hotel in January for $200 million. Revel opened in 2012 and was closed in 2014 due to bankruptcy.

The 36-year-old Deifik said he grew up playing video games and is still an avid gamer, even though he has less time to play these days. He points to the trend that the average millennial doesn’t engage with the slots or table games in casinos. Deifik said the esports industry packs tens of thousands of people into arenas and is projected to be worth $1.23 billion in 2019.

“Not only do I believe in esports, but I see it exploding as a field that’s becoming legitimized with all of the investment that is going on,” Deifik said. “The reach of esports is now such that it’s being taken seriously on the level of football, baseball and other major sports.”

Deifik and Ocean Resort want to take advantage of that opportunity through The Den and a virtual reality experience.

“We’re trying to find a way to capture a piece of that exploding market that is esports now but also to drive that younger demographic, the millennial, to the property,” Deifik said. “It made all of the sense in the world to try and find a way to position ourselves as the preeminent esports property for the East Coast. That’s what we’re trying to do.”

The Den measures 5,600 square feet and features PCs, arcade games, and more traditional games found in bars, such as billiards.

“It’s a place you go and hang out with your friends,” Deifik said. “It’s similar to the den you had growing up in your house. It’s going to have tournaments and a unique cocktails and menu for gamers.”

Ocean Resort partnered with consultants N3RD Street to drive esports events to the property and to Ovation Hall where it can host semifinals or finals of major tournaments.

A partnership with virtual reality companies would create the first such experience in Atlantic City. Deifik said the closest virtual reality location is New York City. It would add another amenity to attract a younger demographic and families.

Deifik said a multi-pronged approach toward esports allows the resort to target different demographic segments. There was a strategy behind putting The Den and the planned VR experience adjacent to Ovation Hall, Deifik said. It’s about creating “this whole self-contained corner of the property for esports,” he said.

“The traditional esports or video game person doesn’t like walking through the casino floor,” Deifik said. “We’re giving the option of getting them directly there without having to walk through the floor itself.”

Roy Student, a business advisor for Fox Marketing, said the casino sector is changing dramatically and becoming more of an event, experience, and attraction industry.

The New Jersey Casino Reinvestment Authority is working to bring video game tournaments to the city in 2019 at the Atlantic City Convention Center. Las Vegas has embraced esports as well. In 2018, the Luxor Las Vegas opened its Esports Arena. The Downtown Grand and MGM have also catered to esports.

“(Ocean) is probably doing the right thing because they’re trying to compete against some very smart people at Hard Rock and Borgata,” Student said. “They are going to give people a reason to go to that destination.”

Ari Fox said having Gameacon at Ocean Resort could attract people who have never been to casinos. Fox Marketing has another Gameacon set for Nov. 17th and 18th at Resorts World Casino in New York in which is also part of a partnership.

“In the past we have gone in and four-walled it and now the casino is a partner. That is enormous,” Ben Fox said. “It’s like the beginning of the World Poker Tour. It can be done at all the casino properties.”

This article is a reprint from CDCGamingReports.com.  To view the original story and comment, click here.