If you’ve ever stepped foot in a casino, you know the experience is unlike any other. Dazzling lights, clinking slot machines and the joy of potential wins fill every corner of your senses with a manufactured bliss that keeps you coming back for more.

While there is no denying that casinos have the power to seduce people into spending their hard-earned money, it’s also true that the odds are stacked in favor of the house, and that most gamblers will lose more than they win. Nevertheless, this doesn’t stop some people from chasing that big win. It is this desire that drives casino design and marketing strategies to encourage gamblers to spend more time in the casino, play longer games and take greater risks.

For the most part, marketers have leaned heavily on demographics to help them understand their audiences’ behaviors and needs. But, while demographics can give you a general idea of who your audience is, they are hardly enough information to effectively market a casino.

That’s why casino marketing should focus on highlighting the amenities and unique offerings that set you apart from the competition. Optimize your content for keywords that reflect these differentiators and target consumers when they are searching for them. This type of targeted search is known as discoverability and is a critical element to your casino’s success. In addition, use proximity marketing tactics to help potential visitors find you if they are in the area. This is particularly effective if you are competing with a similar casino within walking distance.