Creating a Bond That Leads to Loyalty


A casino brand’s marketing challenges have never been more competitive. Today, players are inundated with daily messaging from casinos on TV, radio, the Internet, smartphones and billboards. Creating a bond that leads to loyalty has become a daunting, yet critical task for most brands.

To be relevant, a casino must differentiate itself from its competition and create intangible rewards that will encourage gamblers to visit the property more often. The traditional approach is to reward loyal customers with free play, comps and discounts. However, in a highly competitive environment, this strategy quickly becomes an arms race that can erode profitability even during peak season.

The best casinos are continually introducing new games, innovations and technologies to keep their customer base interested. This includes adding side bets and special effects to existing games. They also use psychological methods in their physical layout, color schemes and game play to influence a player’s decisions and encourage them to wager more money. They also waft a signature scent throughout the casino to help gamblers feel comfortable and relaxed.

Martin Scorsese’s Casino is a film about corruption, betrayal and greed in the world of Las Vegas gambling. The movie is a riveting thriller that never lags or runs out of steam. The acting is outstanding, especially from the charismatic Robert De Niro as gangster Nicky Santoro and the beautiful Sharon Stone as blonde hustler Ginger McKenna.