The casino is an exciting place to be. Twinkling lights, the sound of slot machines, and a delicious scent all work together to create an artificially blissful environment that is designed to keep people playing.

However, there is a lot more to casinos than just the gaming floor. Many have hotels, restaurants, spas, event spaces, and other amenities that make them unique attractions. For this reason, it is important to target these aspects of the business in marketing efforts.

One of the biggest challenges facing casinos is identifying and understanding their audiences. While demographics are helpful, they don’t give a complete picture of how someone will behave. For example, a group of women may be in the casino for a date night or to celebrate a bachelorette party. In order to market effectively, it is necessary to understand the motivations of these individuals.

A study by Anderson Digital shows that Millennials and Gen Z are the highest spending segments of the casino audience. In order to reach this demographic, casinos must focus on creating content that speaks to their interests and encourages them to visit the property for non-gaming purposes. This could include elevated entertainment and food options, online components to floor games, or targeting via mobile marketing.

Casinos increase tax revenue in the communities where they operate. Additionally, they increase cash flow in connected businesses such as restaurants and hotels. However, it is important to note that the casino industry also contributes to problem gambling and may cause a negative impact on local society.