Whether you walk into a casino strutting with confidence and expecting to win big, or clutching your wallet as you try to make it last through another round of blackjack, most people who visit casinos have one thing in common: They’re having fun! The sounds of coins clinking, music blaring and cheering crowds all contribute to the upbeat atmosphere. But, of course, the math is always stacked against you and it’s only a matter of time before you end up at the ATM with less money in your pocket than when you walked in.
But how do casinos trick people who work hard for their money and make reasoned financial decisions on a daily basis to spend hundreds or thousands of dollars based on the roll of a dice, a spin of the wheel, or a draw of the cards? The answer is a combination of marketing and psychological tricks designed to keep players hooked. From the lights, sounds and physical design to the oh-so-tempting cocktails and enticing food, every aspect of a casino is designed to make it difficult for you to walk away.
In the wake of Goodfellas’s resounding success and a wave of gangster movies, Martin Scorsese’s Casino was the perfect choice to spearhead Universal’s mafia movie resurgence. Featuring two of the film’s stars, De Niro and Joe Pesci, the movie was a bravura piece of set design and showmanship that resonated with audiences. But, despite its epic scale and epic casting, Casino was also a cautionary tale about the institutional systems of grift that permeate Vegas and the world.
Casino offers a fascinating look at how casinos manipulate gamblers to encourage them to continue spending their hard-earned cash. From the lights and sounds to the oh-so-tempting cocktail service, there are many ways that casinos lead their guests into a spiral of debt.
Changing demographics are driving new strategies in the casino industry to attract younger visitors. Unlike Boomers and Gen X, who tend to focus on gaming as their primary source of entertainment, Millennials and Gen Z prefer to spend more of their money on food and entertainment options. Developing innovative marketing strategies to reach these audiences requires an understanding of the different motivations and needs of each group.
For example, e-sports are an increasing draw for younger audiences. Developing partnerships with popular e-sports teams and platforms can boost your casino’s reputation as a destination for players and spectators alike. Similarly, focusing on mobile-optimized websites and mobile-friendly games is important for attracting Millennials. It’s also essential to prioritize transparency and customer support. Consumers trust their fellow consumers more than they do brands, so displaying customer reviews and encouraging them to share their experiences online is an effective way to reach new audiences. You can also use location-based marketing tactics, such as beacons or proximity marketing, to target local players when they’re in your vicinity. This is particularly useful for e-sports venues, where multiple events are held simultaneously.
