Los Angeles hosted the 69th Emmy Awards the other week, but Las Vegas made one unforgettable appearance. During the nationally televised broadcast, MGM Resorts debuted its brand new “Welcome to the Show” campaign, showcasing its identity as a global entertainment brand and shifting away from its focus as a hospitality and gaming company.

“Our new ‘Welcome to the Show’ campaign is an epic invitation, designed to declare our point of view to the world and tie together our deep and diverse portfolio of resorts, from those that define the famed Las Vegas Strip to those across the U.S. and around the world,” Jim Murren, Chairman and CEO of MGM Resorts International, said in a statement.

The new marketing approach doesn’t surprise Dave Schwartz, the director of UNLV’s Centre 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 across the country in cities like New York, LA and Washington D.C.

Sources: / Las Vegas Weekly