Marketing to Millennials and Younger Generations

One of the most fascinating and competitive businesses around is the casino. Like any hit movie or consumer product, a casino can make a lot of money—but only until someone does it better with a newer, fancier, closer or just different casino. Casinos compete not just with each other, but also with non-gambling resorts, online gambling, private gambling and an illegal gaming business that’s often much larger than the legal one. Casinos make so much money because they tap into a deep-seated human need for the thrill of risk, excitement and reward.

Casinos are incredibly popular with the general population, but they have a particular appeal to millennials and younger generations. They’re more likely to gamble and spend time in the restaurants and entertainment offerings than other age groups, and their spending habits are a good indicator of what types of marketing strategies should be focused on.

For many years, marketers have relied heavily on demographics, such as age, income, and education, to determine what type of advertising will attract a specific audience. While these factors may help in some cases, it’s important to remember that what might be a major draw for your current audience is unlikely to continue to be so five or ten years from now.

A successful casino has to offer more than just the games of chance; it has to create an experience that keeps people coming back for more. This is why casinos use a variety of marketing tactics, from dazzling lights and joyful music to scented ventilation systems and even “near-misses” on slot machines.

Despite its dark and brutal violence, Scorsese’s Casino isn’t really a love letter to Sin City. Instead, it’s more a skeptic’s view of what’s become of Las Vegas—and a reminder that, just as with any other industry, the era of mobster glamour and corruption isn’t going to last forever.

Casino patrons are drawn to the game for many reasons, including the excitement of trying to beat the odds, the psychological pleasure of a near-miss, and the social status associated with winning. But, a number of studies show that the money lost by compulsive gamblers is far greater than the profits generated by their play. This can have a negative impact on the local economy, as it shifts dollars from other forms of local entertainment and the cost of treating problem gamblers often reverses any economic gains that casinos might have.

Casinos are the perfect venues for weddings, conferences, and group business, and they can boost their event marketing with the use of Cvent’s Competitive Ads for hotels and other destinations. These ads allow casinos to appear prominently in searches by planners who are looking at similar areas or sister markets, and can help to drive significant group business. In addition, augmented reality and virtual reality can create interesting ways for guests to interact with the casino experience. These innovations can be a great way to reach a young, tech-savvy and mobile-first audience.