Whether it’s an old-school card counter or a modern day gambler, the thrill of the casino draws people in. But how do casinos make otherwise rational people, who work hard for their money and make reasoned financial decisions on a daily basis, throw hundreds or even thousands of dollars away based on the roll of a dice or the spin of a wheel? The answer is a combination of psychology, design, and entertainment.
With music blaring, clinking coins, and a general atmosphere of excitement, stepping into a casino is a rush. Guests can mingle with fellow players or try their hand at a variety of games that range from poker to roulette. Although there may be some tutting when the results don’t go their way, most people are having a great time!
In addition to the glitzy decor and upbeat music, casinos also offer plenty of food and drinks. They also reward their loyal customers with comps, which are free gifts like meals, hotel rooms, show tickets, and limo service. These perks encourage customers to spend more, increasing the likelihood that they’ll return again and again.
It’s important for casino owners to understand how their audience thinks and feels about gambling. Understanding their motivations, pain points, and goals can help them target the right marketing strategies. For example, knowing that a group of women are in their late 20s or early 30s can help them develop targeted ads for slot machines or table games.