Beneath the veneer of flashing lights and free cocktails, casinos stand on a bedrock of mathematics, engineered to slowly bleed patrons of their cash. For years mathematically inclined minds have tried to turn the tables, using probability and game theory to exploit weaknesses in a system that’s almost always stacked against the player.

Gambling has been around for millennia, with archaeological evidence of dice games in China dating back to 2300 BC and card games arriving in the 1400s. While it’s not a lucrative way to make money, gambling can be fun and exciting, and many people find themselves addicted to it. Casinos capitalize on this fascination with chance and reward players by offering a wide variety of games, luxurious hotel rooms, restaurants, bars, spas, and entertainment.

Because casinos are in business to make money, they’re often geared towards high rollers who spend a lot of money on gaming, food and drinks, and non-gaming activities. In the past, marketers have focused heavily on demographics to guide their decision-making and marketing efforts. They’ve used age, income, and education as indicators of how the audience will behave, but these are hardly the only factors to consider.

Aside from the obvious, like table limits and high-quality AVL systems, casinos also have to consider the atmosphere of the space and how it can be influenced by their marketing and branding strategies. The right environment, lighting and music can make or break a casino’s atmosphere, but they have to be careful not to overdo it, as too much can create an unwelcoming and unpleasant environment.

To attract high-rollers, a casino has to offer them luxury amenities that aren’t available in their hometowns. This could include private gambling rooms, a concierge, and top-notch food and drink. It’s also important to have a good customer service department that’s dedicated to problem resolution and treating customers with respect.

When it comes to casino marketing, one of the most effective ways is to promote specials and events for groups. This type of marketing can help a casino attract groups that might not have otherwise visited, and it can also help the casino compete against other local competitors for group business. Using Cvent’s Competitive Ads can also boost discoverability by giving the casino prominent exposure to event planners searching for venues in their area.