Casinos captivate visitors for a variety of reasons. The adrenaline rush from games of chance is a major draw, and the excitement that comes from trying your hand at games like poker or blackjack can be intoxicating. The music, lights and atmosphere are equally dazzling, and the opportunity to meet other people who are just as eager to win can make for a memorable experience.

The biggest challenge for casino marketers is understanding their audience. For a long time, marketing strategies focused on demographic information about players such as age, income and education to predict future behavior. However, while this information is useful, it doesn’t tell the whole story. For example, a group of women may enter the casino with similar demographics—in their late 20s or early 30s, college-educated, high-income jobs—but their motivations and pain points are far more complicated than simple demographics indicate.

As the gaming industry continues to evolve, casinos must continue to offer guests a range of entertainment options that are more likely to bring them back and spend more money than just gambling. Many casinos also have a range of non-gaming amenities such as luxurious hotels, spas, restaurants and events facilities to attract more consumers. This is why it’s so important to target the right audience with the most effective marketing tactics.

Whether you want to take in a live show or try out your luck on the slot machines, there is always something going on at a casino. It’s a place where champagne glasses clink, and locals and tourists mingle, creating an incredible buzz.

Casinos are known to be a good source of revenue for many communities, especially in states where it’s legal to gamble. This revenue is often used to fund essential community services and infrastructure projects, or to avoid budget cuts in other areas. Many casinos also provide jobs for local residents, which can be a great boost to the economy.

In addition to the profits generated by their games of chance, casinos also generate significant revenue from players’ comps. A player’s status as a “good” or “bad” gambler is determined by the amount of money they spend, their frequency of play and the type of game played. Good players can often earn free hotel rooms, meals, tickets to shows or even limo service and airline tickets.

Besides promoting the casino’s gambling offerings, marketing campaigns should also focus on event business and group travel to help them reach new audiences and increase their bottom line. Online advertising solutions, such as Cvent’s Competitive Ads, can give a casino prominence when event planners are searching for venues in their area or in sister markets, making them more likely to be considered for group business. These advertisements can be particularly effective for casinos that are competing with other venues, such as hotels or convention centers.