Beneath the flashing lights and free cocktails, casinos are built on a bedrock of math that’s engineered to slowly bleed patrons of their hard-earned cash. But for years mathematically inclined minds have tried to turn the tables by using their knowledge of probability and game theory to exploit the rigged system.

While the games are always the main draw for gamblers, casino patrons are a diverse lot. From regulars who strut with confidence expecting to win big, to those looking to win back their last round’s losses, they all share one thing – they’re having fun! With music blaring, money clinking and drinks flowing, the good vibes are almost infectious.

Whether it’s the high stakes poker tables, or the classic table games like blackjack and roulette, these are all designed to make players feel something. These emotions are what keep people coming back for more. The key to successful marketing for a casino is understanding what kind of feelings your customers want to have and then doubling down on those experiences.

For example, a casino may offer luxurious hotel amenities, cutting-edge technology, flexible event and entertainment spaces or upscale restaurants to attract guests beyond the gaming floor. These assets need to be promoted alongside your casino’s gaming offerings in order to compete with the competition and grow your market share. The latest technologies like e-sports, virtual reality and augmented reality are also growing in popularity and provide unique opportunities for casinos to reach new audiences.