A casino is a gambling establishment where people gather to play games of chance. In many cases, they will also offer food, drinks, stage shows and dramatic scenery to add to the atmosphere. But a casino can be as simple as a room with slot machines and poker tables.
In the past, casinos have relied on demographics as a key piece of their marketing strategy. But while demographics do provide some useful information about audience behavior, they are hardly the only factor to consider when attracting new visitors.
As a result, marketers have turned to more sophisticated methods of understanding and targeting the casino market. These include analyzing audience data to find the right mix of entertainment, dining and non-gaming offerings. Increasingly, these strategies will be geared towards Millennial and Gen Z audiences.
From the flashy Las Vegas strip to illegal pai gow parlors in Chinatown, casinos are everywhere. They are accessible to 100 million potential visitors every year—many on shuttle buses crowded with tourists, others via the continuous hovercrafts linking Hong Kong and Macao, and still others by daily flights to Las Vegas from all over the world.
Regardless of how they get there, the people who make up a casino audience are a diverse bunch. Some are regulars who strut around with confidence, expecting to win big. Others are looking to recoup their losses and then some. But despite their differences, they all have one thing in common — they’re having a good time.