Marketing a Casino
A casino is a facility for certain types of gambling. These establishments are sometimes combined with hotels, resorts, restaurants, retail shops, and other tourist attractions. In the United States, casinos generate billions of dollars each year for corporations, investors, and Native American tribes, as well as state and local governments. Casinos vary in size and scope. They may be massive, pulsing entertainment complexes with many games and neon lights or small card rooms adorned with traditional furnishings. Some are located at racetracks, while others are built on barges or boats and operate on waterways. In addition, casino-type game machines are often found in bars, restaurants, and truck stops.
A successful casino marketing strategy requires research into the types of gamblers that frequent the facility and understanding their buying habits. It is important to incorporate traditional forms of marketing such as direct mail, newspaper ads and billboards into the plan alongside more modern techniques like social media marketing and SMS text message marketing. Combining these methods can often result in greater engagement rates than either approach could achieve on its own.
High-stakes gamblers are a primary target for casino marketers and receive special gifts such as free rooms for the night and meals, in an effort to encourage them to play longer. Casinos also offer “comps” to regular patrons, who are tracked with a credit card and can exchange their points for free slot play, drinks, or show tickets. According to research from Roper Reports GfK NOP and TNS, in 2005 the typical casino gambler was a forty-six-year-old female with a household income above the average.