Casinos are a form of entertainment built on human urges to play and win. But what separates casinos from other leisure destinations is that they add a layer of personal attention to make people feel valued. Learn how casinos make their money, why they appeal to people, and how you can improve your casino marketing to boost customer engagement and sales.
Modern casinos are like indoor amusement parks for adults, but the vast majority of their profits and fun come from gambling. Musical shows, lighted fountains, shopping centers and lavish hotels might bring in the crowds, but slot machines, blackjack, roulette, craps, baccarat and video poker are what drive the billions in annual revenue that casinos pull in.
Although some gamblers can beat the house, other than professional card counters, there is no way to consistently beat a casino over the long haul. But that doesn’t stop the thrill of watching bright lights flash and sounds blare on the casino floor as players press their luck.
The best casino marketing strategies build on the deep-seated human urges that fuel casino success. That’s because, as with all business, a casino is not just competing with other casinos, but also with non-gambling resorts, on-line gaming, private gambling and an illegal market much larger than the legal one.
Gambling is a game of chance, but casino owners know that customers aren’t just interested in playing the games. They’re looking for a safe, upscale environment where they can feel confident and comfortable. That’s why they provide a wide range of services to keep guests happy, including top-notch restaurants and bars, spas and salons, and cutting-edge technology and events.
To attract the right audience and keep them coming back, you need to understand what jobs your casino is “hiring” its customers to do. This is a crucial step in evaluating your casino marketing strategy, because it will tell you what your audiences are most excited about and how to target them.
For example, if you notice that your casino is popular with groups of people, it’s a good idea to invest in event marketing and target planners specifically. Cvent’s Competitive Ads allow you to place your brand prominently when event planners search for venues, helping you stand out and earn group business.