The modern casino is like an indoor amusement park for adults, with the vast majority of the entertainment (and profits for the owner) coming from games of chance. Slot machines, blackjack, roulette, baccarat and the other games in casinos give patrons the chance to spend their money repeatedly for the hope of winning big.
While musical shows, lighted fountains, shopping centers and lavish hotels help draw in the crowds, casino’s would not exist without the games themselves. With the exception of poker, which requires some skill, most games of chance offer a casino a mathematical expectancy that guarantees them a profit.
Casinos also employ a variety of technological advances to keep the games honest. For example, in a system called “chip tracking,” betting chips have built-in microcircuitry that allows casino employees to monitor exact amounts wagered minute-by-minute and warn them of any anomaly; roulette wheels are electronically monitored regularly to discover any statistical deviations from expected results.
With so much at stake, it’s no surprise that casinos are constantly looking for ways to increase their profits and draw in new customers. Many marketing strategists rely on demographic information to help them understand their audience, which is useful but not necessarily sufficient. Consumers often trust their fellow consumers more than the brand itself, and are more likely to listen to reviews from friends or strangers online. Casinos can use this to their advantage by encouraging guests to share positive experiences, as well as post pictures and videos of their own wins on social media.