Casinos thrive on gamblers’ willingness to spend money repeatedly in hopes of winning big. To attract them, casinos need to ensure that their gambling environment is fun and exciting, while also maintaining an element of risk.
To do this, marketers need to understand their target audience and how they interact with the casino brand. Demographics are one useful piece of the puzzle, but they’re not enough on their own to drive customer loyalty. A demographic profile of a group of women outside the casino may tell you they’re all in their 20s or 30s, but it won’t tell you why they’re there. They could be on a business trip and have an hour to kill, or they might be there to celebrate a bachelorette party.
Regardless of their age, gender, or ethnicity, most casino customers want to feel like they’re winning. This is why many of them look for promotions that offer free play, perks, and other incentives. These tangible rewards can be a powerful motivator, but the most important aspect of casino marketing is building a memorable brand image that evokes feelings of success and achievement.
