How to Create a Blissful Casino Experience
Beneath the flashing lights and free drinks, casinos are built on a bedrock of mathematics, engineered to slowly bleed patrons of their money. For years, mathematically inclined minds have tried to turn the tables by using their knowledge of probability and game theory to expose weaknesses in a rigged system.
Nevertheless, casinos have been successful in creating an experience that keeps people coming back for more. For example, they create a manufactured blissful environment by wafting scented oils in their ventilation systems and playing joyful music to keep gamblers in the mood. They also encourage guests to take pictures with their winnings and post them on social media to build brand trust.
A casino is a unique space that makes it difficult to pin down what attracts or detracts consumers to this specific type of gambling establishment. To understand their motivations, marketers use a framework called “jobs to be done.” This approach defines the task customers are trying to accomplish and helps them identify the needs, pain points, and goals they need to fulfill.
For example, a group of women visiting a casino for a bachelorette party are likely “hiring” the place to host a memorable event and give them a night filled with fun and entertainment. In order to meet these expectations, the casino must provide a mix of gaming, food and drink, and entertainment options. In addition, it must be able to offer convenient logistics and smooth operations.