The Casino Effect – How to Use Demographics to Your Advantage

Casino is one of Martin Scorsese’s most revered films, and for good reason. It’s a dark and compelling portrayal of organized crime in Las Vegas, while also showcasing the opulence, neon signs, and gamblers having fun at cards and slots. It’s not just about the money, though: The film demonstrates the dark side of the industry with an unflinching focus on greed and treachery that makes it impossible to root for any character in the movie. But the performances from Joe Pesci and Sharon Stone are nothing short of career-defining.

The modern casino is like an indoor amusement park for adults, with the majority of entertainment (and profits for the owners) coming from gambling. Slot machines, blackjack, roulette, craps, baccarat and other games of chance help bring in billions of dollars every year. Many casinos also feature entertainment venues where pop, rock, jazz and other artists perform for guests.

Many casinos offer free hotel rooms, meals and other perks to “good” players. These comps may be based on how much you spend or how long you play at the tables or slots. Some casinos even give away airline tickets, limo service and other luxury goods to the most frequent visitors.

As with most businesses, demographics are helpful in understanding your audience and predicting future behavior. However, relying solely on age and income as your only marketing strategy is dangerous.