Casinos make money by selling excitement. They offer a wide variety of gambling options, from blackjack and poker to bingo and karaoke, plus a dazzling array of showy stage acts and dramatic scenery. Casinos have become much more than just games of chance, however, and now include a wide range of luxuries such as gourmet restaurants, spa services, and events space that can appeal to customers who don’t want to gamble but enjoy the thrill of the experience.
The glitzy decor of casinos creates an atmosphere that is intoxicating and exciting, even for non-gamblers. There’s something about the flashing lights and the sound of clinking coins that makes people lose track of time. And the feeling of winning can be addictive, too. When people walk into a casino, they’re often greeted with friendly staff and an upbeat music that sets the mood for a fun night out.
People who work hard for their money and make reasoned financial decisions on a day-to-day basis are essentially asked to throw hundreds or thousands of dollars away based on the roll of the dice, the spin of the wheel, or the draw of the cards. Why do we do it? How do casinos manipulate us into dumping our money in the slots and letting go of our rationality?
Something about gambling seems to encourage cheating and scamming. Some of the biggest losses in history have come from players who tried to bend the rules, take bribes, or steal from the establishment. Something about the heightened stakes and the potential for large jackpots is enough to convince people that they can get away with dishonesty.
Casinos spend a lot of time and money trying to make sure their customers are safe. That’s why they have security teams on-site and monitor social media for negative comments from unhappy patrons. They also try to dissociate gambling from real-world money by using chips instead of cash. When people double down on a bet, they’re actually spending real money, but it doesn’t feel that way because they’re changing chips into the same color as the dollar bills in their wallet. Many casinos also let patrons load up money onto digital gaming cards that can be used in the casino’s physical and online games, further blurring the line between gambling and everyday spending.
In addition to promoting their games of chance, casinos must also promote their hotels, restaurant options, and other amenities to attract group business. Cvent’s Competitive Ads and Search Ads can help by giving your casino prominent exposure to event planners searching for hotel, meeting, and other venues in the same market or nearby, when they have the highest intent to book. This can help you drive group business from areas that aren’t already saturated with competition. And when it comes to gambling, attracting new customers is key to retaining existing ones.