Several studies have revealed the reasons why Americans visit a casino, with the average age being 46 years old. A recent National Profile Study, conducted by Roper Reports GfK NOP, found that 24% of Americans visited a casino in the past year. While only one-quarter of respondents had a college degree, 28% had earned at least some college credits. Nearly half of those surveyed had not attended college at all. However, these results still reflect a high level of interest in gambling in the general public.
Some casinos have implemented technological innovations to better monitor the games. Computers and video cameras are used to supervise the action at the casino. Some casinos have even instituted a process known as “chip tracking”, which uses betting chips with embedded microcircuitry to track players’ wagers minute by minute. Roulette wheels are also routinely monitored for statistical deviations, and enclosed versions of many games do not require a dealer. Players simply push buttons to bet.
To increase their odds of success, casinos must cater to different customer segments. While the average Las Vegas gambler is unlikely to spend tens of thousands of dollars during his or her first visit, those who are willing to invest more money are likely to come back. A casino must appeal to these customers’ emotions, so that they’ll remain loyal to it over time. In addition to the marketing strategy, casinos should cultivate relationships in their communities and donate regularly to local groups.