For some people, a casino is a place of business where they gamble for a living. For others, it’s a place to enjoy the games and atmosphere. Whether they’re strutting their stuff to win big or trying to win back what they lost on the previous round, everyone at a casino shares one thing in common: They’re having fun!

It’s hard to say what keeps people coming back to casinos, but it may have something to do with the rush that comes from winning. The suspense of waiting for the next card or spin, coupled with the sense of community that comes from playing alongside other people, makes casino games a highly addictive experience.

As any casino owner knows, it’s critical to understand what motivates and interests your audience. For a long time, marketers focused on demographics to inform their decision-making, but while knowing your average customer’s age and income are helpful, that doesn’t tell you everything you need to know about why they’re visiting.

Depending on their specific circumstances and goals, your customers could be in town for business, on a family vacation, or celebrating a bachelorette party. To appeal to their needs, you need to create a strategy that addresses all of the ways that your casino can offer them value. That means promoting your gaming offerings, but also highlighting your hotel, luxury amenities, flexible event spaces, delicious restaurants, and other non-gaming entertainment options. The good news is that there are many tried-and-true casino marketing strategies that can help you achieve your goals.