It’s a twinkly, noisy casino. You’ve filled up on food and you’re ready to roll the dice or hit the slots for a chance at winning big. But it’s not exactly like in the movies. For one thing, casinos spend a lot of time and money on security, mainly because gambling is about more than just luck. People are willing to cheat, steal and even kill in order to win. So casinos employ a whole host of security measures, including cameras, to protect their patrons and the gambling money they collect.
Despite these efforts, some casinos are still plagued by crime, and some of them have to close their doors because of it. That’s why it’s important for casino managers to understand the risks and take steps to mitigate them. Casinos need to know who their audience is, what motivates them to visit and why they’re there.
Casinos have been around for millennia. Archeological evidence of betting in China dates back to 2300 BC, and dice were introduced in Rome in 500 AD, followed by playing cards in the 1400s. But most modern casinos are based on European models that emerged in the 17th century.
The word casino comes from the Italian kasino, which means “little house.” Originally, it was a small clubhouse where wealthy Italians met to socialize and gamble. As it became more popular, the term grew to encompass all types of gaming establishments, from casual games with a bookie to high-stakes gambling halls.
Today, casinos are all about creating an experience that envelops the senses to draw in and keep players coming back. They offer a range of table games and slot machines that appeal to all kinds of tastes, from high-stakes play to low-risk fun. They also offer gourmet restaurants, awe-inspiring art and luxury accommodations to attract a diverse audience.
To increase customer loyalty, casinos offer comps, or complimentary goods and services, to high-spenders. These can include free hotel rooms, dinners, tickets to shows and limo service. Some are even willing to give away airline tickets and hotel suites to entice big bettors. These inducements are essential to a casino’s success because they ensure that the average patron will make more bets than she loses, resulting in a positive net income for the casino.
Ultimately, the success of a casino hinges on the quality of its products and services, the strength of its brand, and how well it knows its audience. Marketers often focus on demographics, such as age, income and education levels, to predict behavior. But it’s more important to understand the psychological and emotional triggers that drive customers to visit and keep them returning. Casinos can use their marketing to target these motivations, with strategies that include elevated entertainment and dining options, online components of floor games and increased mobile marketing. This will help casinos compete with newer, more innovative competitors and keep existing guests loyal to their brands.