A casino is a place where people can play games of chance for money. While a casino might offer other amenities to help attract players, the games themselves are what brings in the billions of dollars in profits each year. Casinos have a long history in the United States, from gambling houses that were once common in Nevada to modern hotels and shopping centers built around them. Even racetracks have added casinos to their attractions to increase revenue and attract visitors.

The majority of the revenue generated by a casino comes from gambling games like slot machines, blackjack and poker. These games have a small advantage for the casino that is known as the “house edge.” The house edge is typically less than two percent, but enough to earn casinos millions of dollars each year. This allows them to pay for dazzling buildings with fountains, pyramids and replicas of famous landmarks.

While many people visit casinos for the games, they are also a popular gathering place for events, business meetings and group outings. Your marketing needs to capture this group business to help you drive revenue and improve your bottom line.

Understanding your potential customers’ pain points and motivations is a critical element of marketing for casinos. Demographics can be helpful, but they don’t tell the whole story. For example, a group of women visiting for a bachelorette party may actually be there on a business trip with a conference to attend and a few hours to kill before their next meeting.