The Intangibles of Casino Marketing


A casino is a gambling establishment where patrons may wager money on games of chance. While casinos can offer many luxuries, including restaurants and free drinks, the primary draw is the gaming activities. Casinos are regulated to protect the integrity of the gaming operations. The most prominent casino markets in the United States are Las Vegas, Atlantic City, and Chicago.

The atmosphere in a casino is exciting and energetic. People eat, drink, mingle, and try their luck at table games like blackjack, poker, and roulette. While the thrill of trying to beat the house is a primary motivation, casino patrons also enjoy winning! It isn’t uncommon to see someone celebrating a big win with champagne glasses clinking, or for them to have a giddy smile as they watch the roulette wheel spin or the cards come up.

In the past, it was illegal for casino advertising to emphasize that a player might win. But that all changed in New Jersey in 1999. From that point on, casinos were permitted to talk about winning, and they ran lots of campaigns focusing on jackpots, payout percentages, and other statistics. While some of these claims were puffery as defined by English law, others provided useful information to potential players.

Casino marketing today focuses on understanding the intangibles that are important to a gambler. In addition to the monetary rewards of free play, comps, and discounts, marketers need to understand what motivates their audience. Identifying demographic information is helpful, but it is not sufficient. Other factors that influence behavior include the desire to win, a sense of belonging, and fun.

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