Marketing to Millennials and Gen Z

The word casino, as defined by Merriam-Webster, is a place where games of chance are played and gambling is the primary activity. But this definition doesn’t capture the full picture of what casinos do. The fact is, a casino is a gambling emporium that succeeds by encouraging game players to gamble more and for longer periods of time. Casinos also work to make the experience fun and enjoyable, so that game players feel compelled to return for more of the same. Lighting, music, stage shows and the like are all part of this environment that aims to encourage guests to spend their money in hopes of winning big.

Ultimately, this goal is not easy to accomplish. Regardless of the games played, the odds are stacked against players and, when you factor in expenses and taxes, there’s not much room for error.

This is why many casinos offer more than just gaming. They also offer luxurious hotel offerings, cutting-edge technology, flexible event and meeting spaces, world class spas, and delicious restaurants. These features can be used to help attract and retain guests, particularly Millennials and Gen Z. Marketing strategies must be based on more than just demographic information, though. They must take into account the emotional and behavioral triggers that drive these groups to gamble, eat, drink, and socialize in casinos. This may include things like creating a sense of urgency in promotional campaigns or adding online components to floor games.