After the healthy return on investment of Goodfellas gave Martin Scorsese the green light to film Casino, it was a safe bet that audiences would flock to see another epic about organized crime in Sin City. It also helped that the film featured a re-teamed Robert De Niro and Joe Pesci, completing a cinematic trilogy that began with Raging Bull.
Modern casinos offer a wide variety of amenities beyond the gambling floor to draw in visitors and keep them coming back for more, but it’s clear that the vast majority of their profits come from games of chance. Slot machines, blackjack, roulette, craps and video poker are just a few of the many popular games that earn them billions in annual revenues. Most have mathematically determined odds that give the house an advantage over players, and some — like baccarat and video poker — require skill to play.
Casinos use a variety of techniques to create a manufactured blissful experience that makes the gambler feel comfortable and happy, and they reward their most loyal customers with free goods and services, known as comps. In addition, the wafting of scented oils through ventilation systems and dazzling lights create a mystical atmosphere that is both pleasing to the senses and psychologically addictive.
As a result, it is important for casino marketers to understand how to effectively attract and retain guests. While new technology and entertainment options are constantly changing, there are some tried and true casino marketing strategies that will continue to work well for years to come.