Casino Marketing Essentials

In a movie like Casino, the action is fast and furious. But, even with this smoky backdrop, Scorsese manages to bring out the best in his actors – De Niro and Stone are both at their most believable. This is largely because of the script, which lays bare the reality of Vegas’ past connections to organized crime and shows how gambling corporations have taken over the city.

Having a solid marketing strategy is essential for casinos. Previously, marketers relied on demographic information to help them determine how their audience would react to various offers. But, while this information is useful, it isn’t comprehensive. In order to get a full picture of the audience’s needs and wants, marketers need to go deeper than simply knowing their age, income and education levels.

The most successful casinos know that their brand must be relevant to gamblers. This is accomplished through innovation and creating a distinct experience from the competition. Often, this means offering tangible rewards like free play and comps. But, it can also include intangibles like a better chance to win and social engagement.

Casinos also need to make sure they have enough money to cover losses. To do this, they analyze the house edge and variance of all their games. They employ mathematicians and computer programmers to help them calculate these statistics. This information helps them predict how much of a profit they will make and if they are running out of cash reserves. They then adjust the odds on certain games to compensate for these fluctuations.