How to Segment and Target Casino Marketing


Casino is a popular card game that involves strategy and math. It is fun and fast-paced, with a lot of suspense and a rush when you win. It is also a great way to socialize with friends, and it can be even more exciting when you are playing with people you know.

While there is some element of luck involved in casino games, the house always has a built-in advantage, which is mathematically determined, over the players. This can be expressed more precisely by calculating the expected value of each player’s play, which is uniformly negative (from the gambler’s perspective). This advantage, which is the foundation of the gambling business model, is called the house edge.

In addition to their game offerings, casinos may also have luxury hotels, cutting-edge technology, spa and health club amenities, event spaces, and delicious restaurants. Consequently, their marketing needs to be highly segmented and targeted.

Traditionally, marketers have relied on demographics to help them determine their audience’s behavior and motivations. For example, they might know that a typical casino customer is a forty-six-year-old female from a household with above-average income.

But this information is often incomplete. For one thing, it is difficult to accurately predict how much someone will spend in a given time frame. For another, people’s tastes and preferences can change over time. The games and entertainment options that are most popular today are unlikely to be the same five or ten years from now, so casinos need to be able to anticipate changes in their customers’ behavior and adapt quickly.