Casino: The most popular form of gambling, casinos are entertainment centers that offer gamblers the opportunity to win money and prizes based on their skill and luck. They range in size from huge resorts to small card rooms. Casino games are often played on tables or in slot machines, but they can also be found at racetracks, bars, and even truck stops. Casinos make billions of dollars each year for the companies, investors, and Native American tribes that operate them. Local, state, and federal governments reap a large share of the profits as taxes and fees.

Although gambling may date back to primitive protodice and carved six-sided dice, the modern casino did not develop until the 16th century. A craze for gambling in Italy saw wealthy aristocrats gathering at private gambling houses called ridotti to enjoy the thrill of winning and losing money. Although technically illegal, these venues were rarely bothered by the authorities.

While movies like The Godfather, Goodfellas, and Casino evoke memories of the mob, the reality is that casinos have become increasingly sophisticated in their monitoring systems to prevent cheating, theft, and other illegal activities. Many are outfitted with cameras in the ceiling that can be aimed at any table, window, or doorway by security workers in a room filled with banks of monitors.

A few decades ago, casino marketing focused heavily on demographics to identify and target potential customers. The typical casino patron was a forty-six-year-old female from an above-average income household. But knowing demographics isn’t enough to attract and retain guests. You must understand the job that visitors “hire” a casino to do so you can tailor your marketing messages and strategies accordingly.