You stride into a casino, wallet full of cash and plans for some enjoyable and sensible gaming with maybe two rounds of drinks. Hours later, you have no idea what time it is or how much money you’ve spent. How do casinos trick us into spending so much of our hard-earned cash based on the roll of a dice or the spin of a wheel?
Casinos are designed to influence our behavior and make it impossible to leave. Whether it’s the lighting, sounds or physical design, every aspect of a casino is meant to lure visitors in and keep them there. And when someone wins on a slot machine, bright lights flash and cheers rise. This creates a false sense of possibility that can help other players keep bleeding chips until they too hit it big.
In addition to the games, a casino also offers food and drink and meeting spaces for events and group business. Getting this type of business is key to a casino’s bottom line and requires specific marketing and targeting.
While many casinos rely on demographics to determine audience behavior, new technologies can provide more detailed data about players’ game preferences and spending habits. This data can be used to improve loyalty programs and increase player retention rates. It can also be leveraged to optimize the location and timing of games. For example, a slot machine that’s popular among older audiences could be moved to an area where the target demographic is more likely to be present.