MGM Resorts International has launched a new marketing campaign that showcases the company shifting its focus away from solely gaming and hospitality.
The campaign is called "Welcome to the Show" and its first commercial, which aired Sunday night during the Emmys, comes across as more of a Las Vegas hype video than a traditional commercial.
In a press release, MGM says this is about the company's growth beyond the hospitality industry and being seen as a global entertainment brand.
The new marketing approach doesn't surprise Dave Schwartz, the director of UNLV's Center of Gaming Research.
He says it's a paradigm shift that's been more than 20 years in the making.
"We have record numbers of people coming but many of them aren't gambling at all so I think focusing on entertainment and in general, what people are going to do here, is a pretty smart move," Schwartz said.
Schwartz says since gaming is available nationwide, people don't need to come to Las Vegas anymore to pull a slot machine.
He also says many of the tourists are of a younger generation and aren't as interested in gambling.
He believes ultimately, broadening the appeal of the city out from gaming will be beneficial.
"Anything that's going to draw more people to Las Vegas is going to be good for the people in the community of Las Vegas," Schwartz said. "That's more people coming and more people tipping hopefully, which is going to get back in the economy."
"Welcome to the Show" is being rolled out in cities like New York, Los Angeles and Washington D.C.