The Psychology of Gambling and How to Leverage It in Your Marketing

Gambling in all its forms has been a part of human culture for millennia. The precise origin is unclear but evidence of betting goes back as far as 2300 BC in China and dice first appeared around 500 AD. It wasn’t until the 1400s, though, that a game still played at casinos today emerged: baccarat.

Casinos may look like glitzy indoor amusement parks complete with acrobats, elaborate theme decor and lighted fountains, but they would not exist without games of chance. These games, from classic table games like blackjack and poker to the ubiquitous slot machines, are where casinos make their billions of dollars in profits each year.

In addition to offering the chance to win, many casino games are designed to be addictive. This is why it’s important for casino marketers to understand the psychological appeal of gambling, and how to leverage this understanding in their marketing.

Casinos need to keep their audience engaged by offering a variety of games, food and drinks, and entertainment options. They also need to be able to meet the different needs and budgets of their audience. One way to do this is by targeting their audiences based on their demographics—for example, offering more affordable gaming options to younger people. This kind of targeted approach can help casinos improve their discoverability and increase the average spend of their customers. Using Cvent’s Competitive Ads can be another great way for casinos to get more group business by putting them front and center when event planners are searching in similar markets or sister cities.