When you walk into a casino, there is an atmosphere that’s hard to put into words. Whether it’s the lights reflecting off of the glitzy slot machines or the sound of coins clinking together, there is something about the place that makes you feel like you’re in a whole new world. Even if you’re not a gambler, the energy is infectious and it is impossible to resist the urge to stop by and see for yourself what all the fuss is about.
It’s happened to all of us: you stride into the Luxor, Mohegan Sun, or Tropicana with a wallet full of cash and plans for an enjoyable afternoon of gaming and perhaps two rounds of drinks. Hours later, you look up and have no idea what time it is or how much money you spent. This is how casinos work to get you to spend more money than you intend to, using sounds, lighting, and physical design to create an environment that’s at once welcoming but difficult to step away from.
Casinos are designed to be a labyrinthine, with no clear path from one gaming area to the next and no straight aisles leading to exits. This creates a sense of disorientation that’s meant to make it harder for you to leave, as you may run into a friend or family member and decide to stay a bit longer. Plus, you’ll want to check out those dazzling lights and clinking slot machine sounds one last time before leaving.
Another casino strategy is to comp you, or reward you for spending a lot of money with free gifts and services. This might include food, hotel rooms, show tickets, or limo service and airfare, depending on your level of play. This encourages you to keep coming back and playing, even when your budget has been exceeded.
While casino games are often a matter of luck, there is one thing for certain: the house always comes out the winner. There is a built-in advantage to every game, known as the “house edge,” and this translates into profits for the casino. This is why casinos are able to afford to give away so many freebies to their customers, as the house edge more than covers it.
Despite the fact that gambling is a game of chance, casinos are still a business and they need to maintain profitability. That’s why it is important for casinos to target their marketing strategies toward events and group business. By partnering with Cvent, casinos can gain prominent exposure on event planners’ search ads when they are most likely to take action, helping them reach their goals for revenue generation and brand awareness. To learn more about leveraging Cvent’s advertising platforms to boost your casino’s performance, contact us today.