Underneath the flashing lights and free cocktails, casinos stand on a bedrock of mathematics, engineered to slowly eat away at customers’ bankrolls. They know the house edge and variance for every game in their establishment, a complicated task that requires specialized computer software to analyze and optimize. Those mathematicians and programmers are known as gaming analysts, and they’re crucial to casino operations.
To keep gamblers inside the casino, gambling rooms rarely have clocks on the wall or windows to let people know what time it is. That way, players lose track of the passing of hours and continue pressing their luck. In addition, casinos often feature decor that makes it impossible to tell if it’s day or night, a tactic designed to trick people into thinking they’re having fun.
In addition, the sexy sounds and bright lights of casinos help create a manufactured feeling of bliss. Many also use scents, aiming to create a comforting environment that encourages people to stay longer. These tactics make gambling a pleasant experience for most people, even though it can result in losses.
Gambling is so popular in America that 85 percent of Americans consider it acceptable, despite the fact that it’s often a pathological addiction. To bolster this widespread acceptance of gambling, casinos offer free cocktails and appetizers and are often located in cities with a high population of wealthy people. The most successful casinos use marketing strategies to target those groups of potential customers that are most likely to visit, and that requires a deep understanding of what the customer wants from their experience.
One important piece of information that’s essential to understand is the “jobs to be done” framework, which helps marketers understand what motivates their audiences. For example, a group of women visiting a casino as part of a bachelorette party are probably looking for a great mix of entertainment, gaming, food and drink, and a place to relax. If they’re there on a business trip, their “jobs to be done” may include a stress-free work environment, quick logistics, good Wi-Fi, and ample places to charge devices.
Once you’ve understood the motivations of your target audience, you can design your casino to meet those needs. This could include offering a wide variety of payment methods, including credit cards, debit cards, and cryptocurrencies. It’s important to keep in mind that the payment options most popular today are unlikely to be the same five or 10 years from now, so try to anticipate change and adapt as necessary.
Another way to attract large groups of people is by promoting your casino as an event space. Cvent’s Competitive Market Ads and Search Ads can help you earn prominent exposure to event planners who are searching for venues in your area or in sister markets, giving you a shot at earning group business that may have otherwise been missed. By using these proven strategies, you can take your casino from a middle-of-the-pack competitor to an industry leader.