Beneath the glitter of flashing lights and free cocktails, casinos are engineered to slowly bleed visitors of their hard-earned cash. Those who know a bit of math can exploit this rigged system. But the majority of people aren’t savvy enough to do so.
To increase revenue and attract a younger audience, casinos are expanding their offerings beyond gaming. These amenities include luxurious hotels, cutting-edge technology, flexible event and entertainment spaces, award-winning spas and health clubs, and delicious restaurants. In order to compete with these newer offerings, casino marketers must understand the underlying motivations of their audience and how they will change over time.
Demographics provide helpful insight into the audience, but they do not tell the whole story. For example, a group of women visiting a casino for a bachelorette party may be there to socialize with friends, but they might also need a stress-free environment, a great mix of food and drink, and plenty of opportunities to win money. To better understand their true motivations, casinos need to use a framework like the “jobs to be done” to determine what they are truly hiring the casino for.
As casino operators expand their offering and appeal to a younger demographic, they will need to adjust their marketing accordingly. This may mean implementing a digital strategy that includes online components to casino floor games, increased mobile messaging, and elevated food and entertainment options. These strategies will help casino marketers double down on the feelings that are driving their audiences and keep them coming back for more.