When you step into a casino, there’s an energy that is intoxicating. Glittering lights, the sound of clinking slots and a scent of pure excitement fill the air, luring people in with promises of a little slice of heaven if they play their cards right. But that ambiance isn’t just happenstance, it’s actually part of a well-thought out plan to keep people in the building and gambling all night long.
The reason casinos are so addictive is because they trigger human psychology. It’s in our nature to feel excited about taking a risk, and casinos are designed to give patrons that rush of uncertainty that comes with playing games where the outcome is based on luck rather than skill. This is why they use so many tricks to get people to spend more money than they can afford to lose.
While some of the methods are obvious (like a big sign that says “Free Drinks”), others are more subtle and clever. For example, casinos remove all indicators of time to prevent players from leaving. This means that they don’t have clocks or windows, and they also remove any directional signs that might tell players where the bathroom is or when it’s closing.
Another way casinos lure in the crowds is by giving them perks for being good players. These perks are called comps and can include free hotel rooms, dinners, tickets to shows or even limo service. This is especially effective when it’s offered to high-rollers, but even small bettors can receive perks like discounted food and drinks while gambling.
The truth is that not all casinos are created equal, and what’s popular today may not be the same five or ten years from now. That’s why it’s important for casino marketers to understand the latest event trends, including the types of entertainment and dining options that are most desired by different generations.
For instance, Millennials and Gen Xers are less likely to want to sit around a table all night, opting for more social activities, live music or even virtual gaming options. Fortunately, there are ways to target these audience groups with targeted ads and promotions that will increase your chances of winning their business.
As you try to attract group business, consider using Cvent’s Competitive Market Ads to place your casino in search results for similar hotels and destinations. It’s a great way to gain visibility for your brand while targeting event planners with the highest intent to follow through on their searches. This could be just the boost your casino needs to start attracting the group business you deserve.