Like any other business, a casino relies on a host of marketing strategies to attract and retain customers. In an industry that faces stiff competition from non-gambling resorts, on-line gaming, private gambling businesses and a black market that dwarfs legal casinos, it’s important to stay ahead of the curve. This article will explore tried-and-true casino marketing strategies that are sure to boost your business.

Casino

Few movies capture the spirit of Las Vegas quite as well as Martin Scorsese’s 1995 classic Casino. While other Vegas flicks may focus on opulence and partying, Casino goes beyond surface-level glitz to reveal the city’s past ties with organized crime and the underbelly of its modern economy. And while it’s loaded with hellacious violence—including a torture-by-vice sequence featuring a popped eyeball and a baseball bat-beating that had to be trimmed to avoid an NC-17 rating—it’s also peppered with moments of comedy and humanizing emotion.

Traditionally, casino marketers have focused heavily on demographics (e.g. age, income and education) as indicators of audience behavior. However, this information is hardly comprehensive. Besides knowing what your target audience is doing in your casino, you’ll want to know why they are doing it. For example, a group of women walking into your casino may be in town for a conference, or they could be there to celebrate a friend’s bachelorette party. Knowing the reasons behind your audience’s decisions can help you plan effective casino marketing strategies. For example, a strategy to reach millennials might include elevated entertainment and food options and increased mobile marketing.