Dave & Buster plans to add a feature to its app that will allow customers to place bets on competitive games among themselves, according to an announcement from the entertainment chain on Tuesday. It’s just the latest sign that technology-based gambling in the U.S. is normalizing at an unprecedented pace, seemingly without regard to the long-term consequences.
Dave & Buster’s, which bills itself as the largest entertainment center operator in the world, is working with Lucra, a gamification software company founded in 2019, on betting features for the app.
“The new strategic partnership integrates Lucra’s proprietary gamification software into the Dave & Buster’s app, enabling loyalty members to digitally compete with each other, earn rewards and unlock exclusive perks while competing with friends at Dave & Buster’s – and more bringing together the Sports Arena and the Sports Arena Arcade for an unparalleled gaming experience,” Lucra said in a Press release posted online on Tuesday.
Lucra’s goal is to provide a “safe and trusted experience” where users can bet with friends “on a platform or location they already know and love.” The company says it wants to “destigmatize cash-based competition by evolving it into a fun, friendly and social experience.”
Why add betting to the Dave & Buster’s app? Obviously it’s a way to make money by incentivizing new behaviors, but the addition of gambling can also drive new traffic and “keep customers in your ecosystem longer,” according to Lucra’s press release. And no one understands that last part better than the gaming industry, which has spent decades figuring out how to do it Keep money flowing.
According to this, around 2.5 million Americans suffer from a serious gambling addiction National Council on Problem Gambling, while 5-8 million more have mild or moderate gambling problems. And the recent legalization of sports betting in the US doesn’t help, as users can now bet day and night via their mobile phones.
As CNBC Remarks, Lucra does not use the terms “bet” or “bet” in its marketing materials, opting for terminology such as “real money contests or challenges.” That’s because games of skill aren’t subject to the same regulations as games of chance, although most Americans would use the words “bet” and “stake” to describe what they’re about to do on the Dave & Buster’s app.
“We are thrilled to be working with Lucra to bring this exciting new gaming platform to our customers,” said Simon Murray, senior vice president of entertainment and attractions at Dave and Buster’s, in an interview Press release. “This new partnership offers our loyalty members unparalleled real-time gaming experiences and reinforces our commitment to further enhance our customer experience through innovative, cutting-edge technology.”
The new app features are only available to customers aged 18 and over in 44 states. Dave & Buster’s did not immediately respond to emailed questions Tuesday about what security measures might be in place to ensure children cannot place bets on the app.