Grand Theft Auto, more commonly known as GTA, is almost a brand in itself. With the 130 million copies it has sold worldwide, GTA 5 is only one title in a back catalogue that makes fellow game developers green with envy. One of Rockstar’s latest releases is GTA Online, an internet version of the game that millions play on consoles. Released in 2013, it may not seem recent – but its online nature means it can be continuously updated to bring fresh content to players.

What’s perhaps most surprising about the format is that they have used a casino to enhance their brand. You might assume that better graphics and a more detailed story would be the answer, but you’re wrong. Here’s why.  

Online Casinos Are Big News

One of the most significant reasons Grand Theft Auto leverages the ‘Diamond Casino & Resort’ to its advantage is due to the growth of the industry. In the UK, Deloitte projected that the total consumer expenditure in the UK would exceed £4.4 billion by 2018. In fact, the figure is currently above £5 billion. Therefore, the demand for an authentic casino experience is high.

To give the customers what they want, the Diamond provides players the chance to do everything from spin the slot machines to sit at poker and blackjack tables and spend their virtual chips. This is very similar to a live casino online as the range of games and activities match up, as does the setting: just as in an online casino, the latest tech is used to make you feel part of the action. And it works. By pigging backing off the growth of the market, the player numbers for GTA Online are bigger than any time since the launch.

The Casino Promotes In-Game Engagement

The Diamond Casino & Resort is a very engaging in-game feature in more ways than one. For example, there’s no doubt that the novelty of the casino release has peaked fans’ interests. As a result, many play the online version just to get a taste of what it is like to play at a virtual casino. However, this isn’t where the benefits end for Rockstar.

Source: Unsplash

As many publications have explained, casino chips aren’t withdrawable. Of course, that doesn’t mean players can’t spend them within the boundaries of the game. Although the chips can’t be withdrawn like in a real casino, you can invest the money back into poker, blackjack and slots, or use it to furnish your virtual penthouse apartment. For Rockstar, the casino is another way to get people to enter their world.

It Was a PR Stunt

Game developers aren’t stupid, and they know gamers aren’t daft either. What they did back in 2013 was to create a buzz around the casino by creating an eerily quiet part of Los Santos for users to mull over. Not only that, but the visible “coming soon” banner made sure tongues were wagging. As this obsessed fan puts it, they “gumshoed” people into obsessing over the new update. In short, GTA Online saw the importance of online casinos back in 2013 and teased it to boost player engagement ever since.  

There are several reasons why GTA Online is using the Diamond Casino & Resort to enhance its brand, but the simplest answer is the most revealing – it’s working. 

@TechmashUK #TechmashUK