A casino is a place where people go to let their hair down, have a good time, and try their luck. There are usually lots of places to eat and drink, upbeat music, and entertainment options. People can test their skill at games like poker and roulette or take a chance on the next big jackpot. It’s an exciting atmosphere that attracts a diverse crowd. While some people may be there to win big, most are just there to have fun.

It’s not hard to get pulled into the casino whirlwind. You stride into the Luxor, Mohegan Sun, or Tropicana brimming with confidence and your wallet filled with cash. You plan on a little bit of enjoyable, sensible gaming and maybe two rounds of drinks. Hours later, you’re unsure what time it is or how much money you lost. This is because casinos are designed to lead you into spending your money.

The lights, sounds, and physical design create a manufactured sense of euphoria that is at once welcoming yet hard to step away from. This euphoria is even enhanced by smells. Some casinos waft scented oils in their ventilation systems to keep customers comfortable and happy. Others have restaurants and bakeries that make their patrons feel enticing.

As a casino, you have to know your audience. Demographic information is helpful, but it doesn’t tell you why they want to visit your casino. You need to understand what job they’re “hiring” you to do, and this translates into your messaging and marketing strategy.