The casino is a place where Champagne glasses clink, music plays and people gamble for fun. Some people come to win big, while others try their hand at beating the house. But one thing all gamblers have in common is that they are a part of the crowd that wants to have a great time. It’s this sense of merriment that keeps people coming back to casinos, even when they are losing money hand over fist.
In the past, marketers used to focus on demographics like age and income to understand what drove people into a casino. But they were missing the bigger picture. For example, you could know that your target audience is a group of women who are in their 20s or 30s, college-educated and have high-paying jobs. But you still wouldn’t be able to determine why they were at the casino, or what they might want to do while there.
Something about gambling encourages us to cheat, rob and steal in order to make money. That’s why security is a priority for most casinos. They have a lot of cameras in the ceiling that offer a “eye-in-the-sky” view of every table, slot machine and window. Cameras are adjusted by security personnel in a separate room to focus on suspicious patrons, so the casino can prevent crimes from happening and keep its gamblers safe. Casinos also use scented oils throughout their ventilation systems to create a blissful environment that makes people feel comfortable and happy.