A casino is a place where champagne glasses clink, locals and tourists mingle and everyone has an adrenaline rush from rolling the dice, spinning the wheel or pulling the trigger. Gambling is about more than trying your luck, it’s a social experience that evokes emotions, and it’s why people keep coming back.
But while casinos are able to attract customers with their bright lights and giveaways, they’re also well aware of the irrevocable laws of probability. That’s why they don’t try to hide the truth: the odds of winning are stacked against you.
In fact, a recent study found that the average American loses $7.35 per hour at a casino, and the odds of winning the lottery are even worse. So how do they get us to spend our money on a losing proposition, time and again?
The answer is in the psychology of gambling. Casinos use a number of psychological tricks to manipulate their customers.
One strategy is to make it difficult to leave. They often don’t have windows near the gaming area and intentionally obscure exit signs so that people will play for longer.
Another trick is to disassociate gambling from spending real money. Instead of having actual cash on hand, many casinos let players exchange paper bills for chips, which look more like candy and don’t feel as heavy in your wallet. This way, losses don’t seem as devastating. And, of course, they’re able to offer free drinks because they know that if you’re drunk, you won’t care as much about your losses.
Lastly, casinos rely on their reputations to attract new customers. Consumers are more likely to trust the opinions of their friends and family than a company’s advertising. That’s why casinos showcase positive reviews and testimonials on their websites and social media pages. They also encourage their customers to post pictures and videos of their wins on social media, and then tag the casino in them.
With the right casino marketing, you can turn your casino into a destination that your customers want to visit again and again. But don’t forget that the industry is always changing, and what works today may not work next month — or next year. That’s why it’s important to keep up with the latest trends in casino marketing and be prepared to adapt your tactics as necessary. To help you do so, we’ve compiled this list of tried and true strategies that will boost your casino’s profits.