Casino – Understanding Gamblers’ Motivations and Pain Points

Casino has its share of bravura set pieces, but it’s Robert Richardson’s judicious sense of showmanship that carries this movie from good to great. His color palette oozes money and bestows a lunar scale to the Nevada desert scenery. His direction is thoughtful, capturing the shady underbelly of the gambling business without losing sight of the larger human story.

Many casinos rely on demographic data to guide their marketing decisions. Demographic information is useful, but it can’t tell you why a certain group of people chooses to visit your establishment. You might know that your average audience member is in their late 20s or early 30s, is college-educated and has a high-paying job, but you’ll only be able to effectively market to them if you understand their motivations, pain points and needs.

When people gamble, they’re usually not making a rational decision; they’re responding to emotion. The excitement of risk-taking, the thrill of the potential for winning and the desire to be dazzled by flashing lights and the buzz of the crowd are some of the emotions that drive people to gamble. When a casino makes an emotional appeal, it has the power to convert a casual visitor into a repeat customer.

Despite their seamy reputation, casinos are a relatively legitimate business. They offer favorable odds and low house edges, so patrons can win small amounts frequently. They’re also a fun way to spend time with friends, family and coworkers. Casinos’ popularity grew quickly after Nevada legalized gambling in the 1950s. Other states saw the money opportunity and began opening their own casinos.

In the beginning, most casinos drew in visitors from other states by offering them free spectacular entertainment and transportation. But the Mafia soon got involved, acquiring sole or partial ownership of casinos and influencing game outcomes. Eventually, organized crime had a firm grip on the casino industry and pushed it to its current nefarious state.

A casino’s mathematical expectancy of gross profit means it is rare for a gambler to lose more than his total initial investment. This virtual guarantee makes casinos reluctant to turn away big bettors, and they offer them extravagant inducements such as free spectacular entertainment, upscale living quarters and reduced-fare transportation. For casinos, these incentives are a way to boost their profits while remaining within regulatory limits.

While many casinos rely on their gaming offerings to attract customers, there are a number of other unique features that can draw in groups and event planners. For example, a casino might have luxurious hotels, cutting-edge technology, flexible event spaces, award-winning restaurants and a spa or health club. These features should be highlighted in your casino’s marketing strategy, along with targeted advertising to reach event and group planners when they’re searching for venues. Cvent’s Competitive Ads can help your casino gain prominence in these searches, allowing you to pursue group business that might not have otherwise been possible.