Casino is a place where champagne glasses clink, people mingle and the thrill of winning – or losing – big is always in the air. It’s a place where the scent of freshly-cut grass and warm baked bread waft through ventilation systems, creating a manufactured sense of euphoria. It’s a place where you’re encouraged to gamble, even when your odds are long, and you’re never made to feel bad about it.
The fact is, however, that casinos are very good at separating their patrons from their money. They do this by turning cash into chips, so losses don’t sting as much. They also use technology to make sure they’re getting the most out of their gaming rooms, with table tops equipped with microcircuitry that tracks bets minute-by-minute and alerts managers to any statistical deviation; roulette wheels are electronically monitored to ensure they’re keeping to their expected values; and many other sophisticated methods.
In addition, casinos take advantage of the sunk cost fallacy by allowing players to earn points with every dollar they spend, even on losers, which can then be used to purchase food and drinks – even after massive losses. This, of course, makes you even more likely to keep betting. It’s a classic example of the mentality of “you can’t lose” and why the house always wins.
As casino marketing continues to evolve, here are some tried and true ideas that can help you reach new audiences, increase discoverability and boost business in the short and long term.