A casino is an environment where champagne glasses clink, music blares, and locals and tourists mingle. It’s a place where people come to try their luck at winning big money and have a great time. And while some may lose, others will walk away with the money they came for and a whole lot of fun memories.

But casino marketing isn’t all about winning. It’s also about keeping people happy, making them want to keep coming back, and telling their friends about the experience. And this requires a careful balance of entertainment, gaming and food and beverage options.

To do this well, you need to understand your audience and the emotions that drive their decisions. For a long time, marketers have focused heavily on demographics as a way to predict their audiences’ behaviors. But while this is helpful, it’s hardly the full picture.

For example, if you know that a certain percentage of your audience is female, this doesn’t tell you what they are looking for in a casino or why they prefer one brand over another. Similarly, knowing that a certain percentage of your audience is in their 30s and has college degrees doesn’t give you any insight into the motivations behind their actions.