Casinos succeed because they combine 2 aspects people are most excited about — entertainment and money. They also work hard to make sure that their guests enjoy their experience and keep coming back for more. In order to do that, casinos need to know their audience well enough to create an experience that speaks directly to them.

This is not easy to do with only demographics to guide them. The age, income, and education of a given group may help them understand some of what to expect but doesn’t tell you what the actual reasons they’re in your establishment are.

Whether they’re strutting their stuff with confidence or trying to win back what they lost, most people in casinos have a good time. The music is blaring and coins are clinking together, and even the most cynical of us can’t help but get caught up in the excitement.

But it’s important for casino operators to remember that gambling is not a charity where the house always wins. There are a number of built-in advantages that ensure the house will, on average, make more money than the players do. The longer a player stays and plays, the more that advantage accumulates.

With that in mind, casino marketers need to think beyond the gaming floor. They might consider events and group business a strong fit for their facilities, especially if they offer luxurious hotel offerings, cutting-edge technology, and flexible event spaces. And if they do, they should pursue group business marketing campaigns that deliver them major exposure when meeting planners are actively searching for solutions — the moment of greatest intent.