Regardless of the size and type of casino, they are a place where people rely on luck to make money. Despite this, casinos invest a lot of time and money into security. They are also choosier about whom they let in the doors. High rollers are rewarded with comps and personal attention. Some casinos even have separate rooms with more expensive machines to attract them. Casinos use elaborate surveillance systems that can be monitored from a central control room filled with banks of security monitors. Cameras in the ceiling watch every table, window and doorway. They can be shifted to focus on certain patrons or areas and are even able to capture the sound of slot machine payouts.

In addition to the dazzling lights, music and clinking of coins on the floor, casinos waft scented oils through their ventilation systems to make guests comfortable and keep them coming back for more. Those who gamble at casinos, whether they are regulars strutting in confidence or those who are trying to win back what they lost last round, are an interesting group. They are a diverse group with different goals and motivations, but they all share one thing: they want to have fun.

The fact that people who visit casinos are a diverse group is a good reason to target them with specific marketing and advertising strategies. Many of these strategies focus on demographic information like age, income and education. However, this kind of data is only useful if it is used to identify the pain points and goals of the audience.