How to Attract Millennials to Your Casino

Many people visit casinos for the sheer entertainment value of gambling, dining, and nightlife. However, the allure of winning money is also a major factor that draws many casino patrons to their games.

The fact is that the odds of a casino game are stacked against the player, despite the opulence, neon signs, and gambling action that casinos promote. This is because casino operators carefully design their facilities to influence the behavior of their visitors.

One of the most infamous examples of this strategy is the use of “chip tracking,” in which betting chips are fitted with built-in microcircuitry to enable casinos to oversee and verify their exact amounts wagered minute by minute, and to instantly detect any statistical deviation from expected results. Another example is the use of a series of sensors that monitor and automatically adjust roulette wheels to ensure that they are running true, and thereby eliminate the possibility of a cheating operator.

Unlike many other crime dramas, including Goodfellas and The Godfather, Casino is not an advocacy of mob life. Instead, it is a riveting look at how fucked up that lifestyle can be. Robert De Niro’s characterization of Nicky, his attention to detail, and the false bedrock that his marriage was built on make his performance as an out-and-out scumbag one of the best ever in cinema.

To attract Millennials to your casino, it’s important to understand their needs and desires. Historically, marketers have used demographic information (such as age, income, and education) to inform their marketing decisions. But this is a limited perspective that misses key aspects of the consumer experience.