Beneath the flashing lights and free cocktails, casinos are built on a bedrock of mathematics, engineered to slowly bleed patrons of their money. Physicists and mathematicians have tried to turn the tables on this seemingly rigged system by using their expertise in probability and game theory, but they haven’t been able to come up with a strategy that will beat the house edge of any casino game.
Casinos are intentionally designed to be labyrinthine, with no straight aisles leading to exits or clear pathways from one section of the playing floor to another. The layouts are carefully planned to catch your attention and tempt you into placing a bet or trying your luck on an unfamiliar machine when you’re just passing by. The scent of scented oils wafting through the air is designed to increase your sense of anticipation, and the noise level is turned up to create an environment that’s loud, exciting, and enticing.
Many gamblers are drawn to the casino experience because of the social aspect. Whether they are sitting at a table or watching other players play in front of them on TV, gambling is a shared activity that brings people together in an intensely competitive atmosphere. The socialization is often as important to the experience as the actual gambling itself, and casinos capitalize on this by offering nonstop drinks (alcoholic and nonalcoholic) delivered directly to gamblers at the blackjack table or slot machines. The alcohol is meant to lower patrons’ inhibitions, cloud their judgment, and make them more likely to gamble or spend more on food and entertainment.
Gambling is also about the feeling of security, and casinos go out of their way to create this impression. They employ cameras and other technological measures to monitor activity, and they use mathematicians and computer programmers to analyze the odds of various games. The results of these analyses are used to design new games that have more favorable odds for the house than existing ones. Casinos are always on the lookout for ways to improve their profits and maximize the number of players they can attract.
Successful casinos rake in billions of dollars each year for the companies, investors, and Native American tribes that own and operate them, as well as state and local governments that collect taxes on casino revenues. But they must continually evolve their gaming, dining, and entertainment offerings to attract and keep customers. These trends are shaping the future of casino marketing, and knowing what your audience wants will help you boost discoverability for your property today and in the future.