Why is Casino-Entertainment more frequently present at music festivals?

Casinos are considered real classics and offer upscale casino entertainment, gaming arcades can be found in almost every major city or even in the countryside in a wide network - and online gambling has virtually no limits. In addition, another apparently lucrative market has been emerging for some time now: music festivals.

Casino and gambling entertainment is by no means part of the normal "festival inventory". Such offers are still the exception rather than the rule. According to various (but not official) sources, the origins lie with the legendary Glastonbury Festival in the UK, where smaller casino activities or gambling-like elements are said to have been repeatedly experimented with since the 1980s. From the 2000s onwards in particular, the festival did not limit itself to music alone, but added a wide range of entertainment options to its portfolio. This included various themed areas such as "Lost Vagueness", which integrated casino and cabaret. These and similar additions are intended to make the visitor experience more diverse and exciting.

Other European festivals have followed this trend by incorporating similar additions to keep music fans on the festival site and entertained away from the bands, offering them a more complete experience. Currently, it seems that gambling entertainment at music festivals is a growing attraction that may become more accepted and expected in the coming years. The reason for this is a move by Merkur, which has discovered (or developed) the trend for itself since 2023 and apparently wants to take it further.

Last week, the Merkur Group published a press release reporting on its successful presence at Parookaville in Weeze, North Rhine-Westphalia. This was the second time that the German gaming giant from Espelkamp in Westphalia was represented at Germany's largest electro festival with its "Merkur Club Casino". We also reported in 2023 that there was a mobile casino from Merkur at Parookaville. In 2024, the corresponding set-up was expanded again. Merkur was also present at the BigCityBeats World Club Dome in Frankfurt am Main in 2023. What do the East Westphalians expect from such initiatives?

Merkur at Parookaville and the BigCityBeats World Club Dome

Merkur promised "thrilling entertainment" and a "mixture of gaming paradise and casino" on 120 square meters. The area has remained the same as last year, but the aim was to provide even more variety. 

Accordingly, Merkur offered numerous slot machines, "a money box, a derby race known from funfairs, a gripping machine as well as blackjack and roulette". Everything was completely free to use - so there were no real money stakes and ultimately no real money winnings possible. Merkur put together a special festival crew to guide players through the offerings almost around the clock. The set-up was lavish and exclusive.

The aim was also to give interested parties an insight into the Merkur gaming world within a Merkur Club Casino. According to official statements, the offer was well received. Blackjack, roulette and slot machines could be tested on 100 square meters. The opportunity was also used to present the "Merkur Streetwear" fashion brand. In 2024, BigCityBeats World Club Dome will take place from September 6 to 8 - probably with Merkur again.

How can casinos benefit from their presence at a music festival even though there are no real money stakes?

Nils Rullkötter, Senior Manager on the Merkur Group's Board of Management for Marketing, Communications and Politics, is absolutely delighted with our appearance at this year's Parookaville:

"We are very proud that we were able to continue the history of our Merkur Club Casino after last year's successful kick-off and give the citizens of Parookaville a good time with our offers."

But what does Merkur really gain from operating an extensively equipped and staffed casino at such a festival that does not allow real bets?

In fact, the Merkur Group can benefit considerably from such an initiative (and has probably already recorded convincing success figures, which is why it is repeatedly present at festivals).

• Innovative brand loyalty: By having a presence at festivals, the gaming company creates a completely new experience for certain target groups that charges the brand emotionally. An extensively equipped casino attracts attention and remains in the memory of visitors, which strengthens brand awareness and possibly brand loyalty in the long term. This form of experiential marketing clearly stands out from conventional advertising measures.
• Interactive customer loyalty: Festivals provide a unique platform to host interactive games and competitions. In the course of such activities, data can be collected about participants and valuable insights into their preferences or behaviors can be recorded. In addition, prizes won, such as vouchers for online casinos, can motivate visitors to place real bets later on.
• Exclusivity and trust: The presence at renowned festivals gives the brand, in this case Merkur, an exclusive and trustworthy image. This associative marketing can appeal to new target groups who might not otherwise be interested in visiting a casino, but who become curious through the festival experience and realize that the corresponding offers are serious entertainment.
• Viral marketing: The eye-catching and well-attended casino areas at festivals have a high potential to go viral on social media. Visitors share their experiences and pictures online, which leads to an organic spread of the brand message and enables a greater reach without additional marketing costs.

Conclusion

Image source: Pressebild Merkur Group von https://merkur.group/presse/meldungen-und-neuigkeiten/pressemitteilungen/2024-07-22-casino-flair-auf-dem-parookaville.html