With flashy decor and music blaring, casinos create an euphoric atmosphere that keeps people coming back for more. While some gamblers strut with confidence expecting to win big, others are simply trying to beat the odds and win back their money from their last loss. No matter the reason, most casino patrons have one thing in common – they want to feel good about themselves.

Aside from the glitz, glamor and excitement, casino patrons are attracted to the fact that it’s not just random chance that determines whether they win or lose. The odds of a given game are determined by a mathematical formula called house edge and variance, which is computed by professional gaming mathematicians or hired by casinos. Using this data, a casino can virtually assure its gross profit. This explains why high rollers are offered extravagant inducements like free spectacular entertainment, transportation and elegant living quarters to offset their higher bets.

The success of Goodfellas and the growing vogue for violent, profane crime in films led Universal to greenlight Casino and star Robert De Niro and Joe Pesci. The movie was a hit, but it also pointed to the tensions in play between old and new modes of understanding. The detective novel emerged in the liminal space between confident Victoriannism and epistemologically uncertain Modernism; the same dynamic is latent in Casino as traditional (institutional and intuitive) and new (more empirical) methods of discovery collide.

Whether your casino attracts high rollers or regulars, you’ll need to understand what makes your venue special to attract and retain customers. Learn about tried and true casino marketing strategies that will help you increase discoverability, drive traffic and keep your guests coming back for more.