Land-based casinos have undoubtedly endured turbulent moments throughout their history since their emergence in the 17th century. Their regulations have continually shifted against and in their favor. Consequently, the gambling industry also had to evolve to become a niche that the world has today.
Nowadays, many people gamble online due to technological advances. Moreover, a significant portion of the world’s population is between the ages of 18 and 35. They possess traits such as openness to modern and new experiences, love for gambling and entertainment, and are tech-savvy. These people prefer to enjoy instant gratification rather than wait or save for the future. Moreover, this demographic includes impulsive and impressionable people. Thus, online casinos represent a suitable product for them.
What’s more, the current COVID-19 pandemic presents another challenge for land-based casinos. This pandemic led to job losses for a significant portion of the gaming workforce. Additionally, the coronavirus pandemic increased costs for re-arranging casino interiors and cleaning them according to health experts’ guidelines. Finally, social distancing regulations have also led to a steep decrease in revenue as most visitors avoid land-based casinos because of the raging pandemic.
Although land-based casinos are open in some places, they have restrictive social distancing requirements, limited seating, and other restrictions. All these challenges can affect the growth, performance, and success of brick-and-mortar casinos.
Today, many people visit gambling sites to play real money slots online instead of traveling to brick-and-mortar casinos. Apart from slot games, online casinos offer a wide range of no download and free games. Nevertheless, the challenges do not mark the death of brick-and-mortar casinos.
How Online Casinos Affect Land-Based Casinos
Foot traffic has reduced as more people choose to gamble online, especially during the COVID-19 pandemic. Additionally, land-based casinos do not host some of the games that people play at online casinos. Consequently, some gamblers who would ordinarily visit brick-and-mortar casinos opt to sample new casino games online.
However, land-based casinos provide authentic experiences that prompt gamblers to continue to frequent these establishments. For instance, the lights, music, celebratory aura, drinks, and foods that brick-and-mortar casinos serve keep some gamblers visiting. People are desperate to resume their everyday life, and brick-and-mortar casinos are part of the public culture.
Online casinos may attract younger and new players. However, they popularize land-based casinos and compel younger and new players to visit them. As a result, many people predict that land-based casinos will have a significant turn-out as the world opens up.
Psychological Strategies for Land-based Casinos
Any casino proprietor must constantly think about ways to attract more visitors. The land-based casino structure revolves around the house edge idea. In simple terms, this means the casino has to win. But this doesn’t mean that a specific player will constantly lose. A gambler can even be upon their winnings during their gambling career. Nevertheless, the total players’ pool has to lose their bets to the casino’s advantage over its infinite term. That’s because the house enjoys an in-built advantage in every game.
Consequently, land-based casino marketers have to do everything possible to keep players coming and playing longer in their establishments. By doing this, casino marketers can boost their gambling volume and bring substantial profits. However, making this a reality requires land-based casinos to apply several tips and tricks.
Ideally, brick-and-mortar casinos apply different methods to attract visitors. Some of these strategies keep gamblers in their seats longer while others prompt them to try new games. What’s more, land-based casinos apply tricks that compel gamblers to visit or revisit their establishments.
Methods Land-based Casinos Use to Attract Visitors
Like in other industries, land-based casinos have a competitive niche. That means the players’ winning enthusiasm alone can’t bring a land-based casino more visitors. Instead, the establishment must work hard to attract gamers and prompt them to keep gambling. Ideally, how a casino works to improve its image and capture players’ attention can influence its success.
For this reason, many casinos apply different psychological tricks and methods to attract new gamblers. Some casinos use these methods to attract high-rollers and increase their revenues. Here are the most common ways that brick-and-mortar casinos use to bring more visitors.
Exploiting the Gambler Senses
As hinted, casino marketers aim to encourage gamblers to revisit or keep playing. And that’s their business and a vital element of increasing their profits. Playing to the gamblers’ senses is among the most effective methods of achieving these effects.
Brick-and-mortar casinos enjoy an advantage over gambling sites because they have physical premises or resorts. Upon arriving at a casino resort or building, the establishment bombards you with sounds, smells, and sights. All these can instantly make you feel confident and at ease while gambling.
For instance, you can walk past beautiful slot machines when walking through a land-based casino door. And this is where you can find the loosest machines in a brick-and-mortar casino. That’s because the casino proprietors want gamblers to hear money sound while walking through their doors. These proprietors wish every visitor would listen to the sound of winning and imagine their experience as winners.
Low-level lighting can also confront you when entering a land-based casino. This light distorts your thinking about the time of the day when you visit a casino. You most likely can’t find a clock in a brick-and-mortar casino. That’s because the management doesn’t want you to remember the time constantly. Instead, the casino management wants you to spend more time gambling.
What’s more, land-based casinos require their staff to maintain a bright appearance and wear formal evening attire. This method of attracting visitors creates a unique multi-sensory experience telling you that you’re in a high-value place with a lot of money to win. And this gives you psychological encouragement to start gambling and keep playing.
Providing Red Carpet Treatment
Land-based casinos provide red carpet treatment to attract more visitors. For example, a casino can treat a high-value gambler like a film star. Some establishments take this treatment further by taking some gamblers on holidays without charging them anything. While some players know the reasoning behind this treatment, casinos want players to enjoy their gambling experience and keep coming. Nevertheless, casinos apply a psychological strategy to ensure that gamblers invest their hard-earned money in their establishments.
Literary, casinos have highly exuberant carpets. And this isn’t a coincidence. Land-based casinos don’t want to leave anything to chance. Therefore, these establishments use their surroundings to attract and retain players. After all, colorful carpets create feelings of comfort and ease. Ideally, casinos use beautiful rugs to keep visitors happy and relaxed. When gambling at a land-based casino, you can’t get sleepy or bored because of the charming environment. That’s why brick-and-mortar casinos aim to create beautiful surroundings to make gambling experiences more exciting.
Providing Comps and Cash-back Rewards
Cash-backs are like casino bonuses. Providing cash-backs is among the oldest tricks that land-based casinos use to attract and hook new players. Ideally, a brick-and-mortar casino can offer cash-backs as rebates for a certain percentage of the losses. That way, a casino can take the losing sting to some extent because players know that they won’t deplete their pocket even after a losing streak.
Additionally, land-based casinos offer free snacks like complimentary sandwiches and drinks to high-value gamblers. What’s more, these players can enjoy a wide range of goodies and rewards. The goal is to attract new players and keep gamblers in their seats longer. Ideally, land-based casinos look for ways to meet every gambler’s need so that they don’t leave the gambling tables.
Provision of Holiday-Like Experiences
Admittedly, land-based casinos can do this quickly than other businesses. That’s because a brick-and-mortar casino is a perfect addition to a holiday destination. To begin with, a casino provides more than a hint of exoticism and luxury, which are unusual in most environments. What’s more, people visit land-based casinos when they want to enjoy a different experience during the holiday. And these establishments provide perfect places for this adventure.
Brick-and-mortar casinos provide social places where friends can meet up, have fun, and share in their losses and wins. And this makes these establishments perfect for escapist activities. What’s more, holidaymakers are a little more extravagant than the people back at home. Therefore, these people are willing to splash their money while holidaying.
Consequently, land-based casinos focus on providing holiday-like experiences to attract visitors. Thus, a person that wants to enjoy a holiday experience can visit a brick-and-mortar casino instead of traveling away from home.
Giving Bonuses and Prize Giveaway
Bonuses refer to the free cash that a casino gives loyal customers. These promotions are standard in both land-based and online casinos. A brick-and-mortar casino can use bonus offerings to attract and encourage visitors to start playing. And this practice has influenced the casino bonus hunting trend significantly. Ideally, a bonus is like a solid platform for launching a new player into a casino game while motivating them to keep gambling until they exhaust their offers. After a casino stops giving free money, a player can continue gambling with their money.
Most land-based casinos give visitors raffles with gambler-friendly prices. And this tactic triggers the gambler’s desire to enter more raffles. A brick-and-mortar casino staff can also set specific dates for drawing the tickets.
Lucrative Jackpot Money
Most land-based casinos are constantly looking for ways to entice new players. Announcing their mega-jackpot money is among the strategies that these establishments use to attract new visitors. Ideally, a casino can announce the impressive jackpot you can win when playing slots.
A land-based casino takes excellent pains in emphasizing that a player can win a massive amount of money by pushing a button and tracking the beautiful fluorescent images on a screen. However, the chances of hitting the jackpot are slim in most games. Nevertheless, this method works because it brings more visitors to a brick-and-mortar casino.
Announcing When the Show Will Begin
Some casinos announce when the big show will start to attract visitors. A casino can even reveal the beginning of a tournament to attract and indulge more patrons. In some cases, these events involve top celebrities, like musicians. Others can feature a wide range of dancing performances.
A common technique that land-based casinos use to attract visitors is to trap them in a crazy gaming magic circle. Ideally, a visitor losses track of their gaming activity and start taking on higher bets or risks. Most casinos have designed their environment to engross players in gambling from the moment they start betting.
These establishments ensure that players continue gambling without distractions.
No Cash Gambling Technique
Some land-based casinos attract more visitors by allowing them to continue playing with digital credits. But, this strategy can be problematic because it doesn’t provide a way to track the money that a gambler spends.
When holding money in their hands, gamblers can monitor the amount they wager with every game. However, things are unclear when using a credit card. And the amount a player loses can stun them after getting the account balance print out.
Maintaining the Freedom Gulp
Modern land-based casinos use this highly creative technique to attract new players. Ideally, freedom gulp entails adjusting the oxygen level inside a brick-and-mortar casino. By increasing the oxygen level inside the building, a casino keeps the players awake. It also makes them refreshed. Thus, the enjoyment a gambler gets inside a brick-and-mortar casino prevents the temptation of leaving to breathe fresh air. Instead, they become too busy gambling and feel uncomfortable due to the unbelievably pleasant and clean surroundings.
Creating the Control Illusion
Every game a gambler plays in a land-based casino comes with the illusion of being in control. Ideally, brick-and-mortar casinos provide games that influence how gamers feel in control of their gambling activity. For instance, these games allow gamblers to decide the number of hands to bet or their display colors. The assumption that you control such game attributes makes the players think they can influence its outcome. However, most land-based casinos offer games of luck. Thus, a player doesn’t control or determine their outcomes.
Any land-based casino will always welcome high-rollers. That’s because these gamblers wager vast amounts of money. Therefore, brick-and-mortar casinos compliment higher rollers, hoping to attract more visitors. Almost every land-based casino provides cash-back rewards to high-rollers on some games.
These compliments are alluring for different players because they prompt them to think that placing high bet amounts will bring them comps to a level where they cover their losses. Unfortunately, not every gambler has a lot of money in their bankroll. And most land-based casinos avail these huge bonuses to real whales only because of their long-standing reputation for wagering large amounts.
Staging Spectacular Shows
Many land-based casinos attract visitors by staging spectacular shows in their complexes. Places like Las Vegas are popular among gamblers because they are as famous as their shows featuring different stars. When this city’s tradition began, people associated it with stars like Rat Pack and Frank Sinatra. And these stars staged performances that drew millions of people to the casinos where they could gamble as they enjoy shows by their favorite celebrities.
Using Technology to Improve the Gambling Experience
Land-based casinos are also using technology to improve customer experience and attract more visitors. Ideally, technology enables brick-and-mortar casinos to enhance and secure their services. Casino crime is a severe business in both real-world and online casinos. And land-based casinos are using technology to gain an edge over online gambling platforms.
For instance, land-based casinos are using facial recognition technology to attract more customers. Traditionally, brick-and-mortar casinos have relied on manual scanning to identify and weed out undesirables. However, imaging technology enables these establishments to detect potential criminals before they commit crimes. And this improvement is attracting more gamblers to these establishments.
NORA or Non-Obvious Relationship Analysis is also another technology that land-based casinos exploit to enhance their customer experiences. This groundbreaking software detects links that people hide by searching for data on the internet and identifying suspicious relationships. Upon identification, the software flags the connections to land-based casino operators.
RFID or Radio Frequency Identification technology can also track land-based casino chips automatically. That means a brick-and-mortar casino operator can locate all the chips and deactivate them instantly. With this technology, a casino operator can determine the amount of money player bets and even build a profile for a customer. Using this data, a casino can target gamblers with comps, promotions, and offers.
Ideally, land-based casinos use innovative technologies to attract new players. In most cases, these establishments use technology to improve safety and the overall experience of their customers.
The emergence of online casinos prompted land-based establishments to do something to remain relevant. Consequently, some of these casinos upgraded facilities to provide next-level experiences to players. For instance, most brick-and-mortar casinos fear bar and dining facilities. That means they attract more visitors to gamble and enjoy drinks and drinks while playing their favorite casino games.
Some location-based casinos even have upgraded to vacation spots. That means visitors enjoy quality relaxation and comfort when not gambling. Consequently, some of these land-based casinos are holiday destinations where people unwind and have fun while gambling.
It’s no secret that nobody can ignore the internet and remain in business. Consequently, many brick-and-mortar casinos have launched websites where they convey information about their games and services. Ideally, prominent location-based casinos have sites that they use to enhance their brand presence online.
What’s more, brick-and-mortar casinos are leveraging virtual reality technology with their sites to provide quality experiences to at-home players. Essentially, a land-based casino customer can play from any location while enjoying a real gambling experience. And this is an excellent development from a brand-loyalty perspective because it enables a player to enjoy the magic of going to a casino. Thus, a gambler can enjoy the in-person gambling experience without leaving their home.
Famous gamblers invite land-based casinos managers to weddings, graduations, funerals, and other special occasions. These workers honor these invitations because their work entails establishing solid relationships with players. And these bonds make gamblers feel indebted to land-based casinos and continue to visit them. Thus, they become loyal customers trying to maintain their relationships with the casinos.
Land-Based Casinos’ Future
People have visited land-based casinos since their introduction in the 17th century. While these establishments have been through turbulent moments and undergone many changes, they aren’t going anywhere. The casino industry has changed and evolved over the years, becoming a pastime for people across ages around the world. The recent popularity of online casinos has impacted land-based gambling establishments significantly. And some people thought that gambling sites would replace land-based casinos. However, this is yet to happen due to the unique and impressive nature of brick-and-mortar casinos.
Many people prefer land-based casinos because of their unique ambiance. For example, a gambler that wants to enjoy a tactile experience during their night out visits a land-based casino. Here, they can play their favorite casino games while having fun with friends. Brick-and-mortar casinos provide a unique environment that many gamblers yearn to enjoy, yet they can’t get it from gambling online.
Additionally, many gamblers love surrounding themselves with happy people. They also want to enjoy the flashy lights and noises of brick-and-mortar casino interiors. The unique and individual themes of land-based casinos also make them more appealing. Thus, brick-and-mortar gambling establishments remain popular despite the increasing popularity of online casinos.
While smartphones and the internet have popularized online gambling, more people will continue to visit brick-and-mortar establishments. What’s more, internet gambling prompts some people to visit land-based casinos to enjoy a real-world experience.
Some people love the idea of dressing up to enjoy a night out at a land-based casino. And this anticipation alone makes many people yearn to visit a brick-and-mortar casino every weekend.
Land-based casinos apply different methods of attracting visitors. And these methods enable them to compete with online casinos and remain relevant in modern society. Ideally, brick-and-mortar casinos know how to draw new customers and encourage players to revisit their establishments. They also know how to motivate gamblers to spend more money on every visit. That’s because these establishments generate more revenue when more gamblers visit and bet on their favorite games.