How to Market a Casino

Like any industry in a capitalist society, casinos exist to make money. Successful ones rake in billions each year for the companies, investors, and Native American tribes that own and operate them. They also reap substantial sums from local and state governments in the form of taxes, fees, and other payments.

As a result, casinos strive to create stimulating environments that encourage patrons to gamble and reward those who do. They offer perks that maximize gambling revenue, including free or discounted entertainment, hotel rooms, and travel packages. They even give away nonalcoholic drinks and food to keep guests occupied and spending money.

While other movies about Vegas only scratch the surface of opulence and neon signs, Casino digs deep into Las Vegas history. It explains how organized crime gave way to big gambling corporations. It also lays bare the city’s ties with mafia families.

The film features a stellar cast led by the ever-reliable Robert De Niro and Sharon Stone. Joe Pesci adds to the tension with his portrayal of a mobster who’s more dangerous than he looks. And the director’s use of violence — the torture of a man with a vice, De Niro’s car bomb, and Pesci’s buried alive in a cornfield — is never gratuitous.

But a casino is more than just a gaming floor. They often host events and group business, like weddings, corporate retreats, and family reunions. And to capture this business, they need a comprehensive marketing strategy that goes beyond demographics.