How to Market to Casino Patrons


Casino is a place where people play games of chance for money. It’s also a crowded and loud environment where the sound of clinking slot machines mingles with laughter around tables and a sense of excitement is in the air. A lot of money changes hands in casinos and patrons may be tempted to cheat or steal, whether it’s in collusion with each other or from staff. For this reason, most casinos have stringent security measures in place.

Aside from the gambling, casinos have food and drinks, entertainment and other attractions that can draw crowds. However, the marketing of these offerings needs to be a little more targeted than just relying on demographics as indicators of audience behavior. For instance, millennials are likely to spend more on non-gaming activities than baby boomers or Gen Xers.

In general, casino marketing is geared toward making players feel good. This is done by wafting scented oils throughout ventilation systems and by creating a manufactured blissful atmosphere. This is to keep players in the mood to gamble and to distract them from any aversions they might have.

Comps and other perks are offered to “good” players in order to encourage them to gamble more. Intangible rewards like a winning feeling and loyalty are more important than free play in the long run for most casino brands. Promoting gaming advantages like 100X odds at craps, early surrender at blackjack or 3 for 2 – 21 payoffs matter to table players while messages about instantaneous free play rewards are more effective with slot players.