From the glittering lights of the Las Vegas Strip to the illegal pai gow parlors of New York City’s Chinatown, casinos are one of the most popular entertainment destinations in the world. From video games to keno to bingo, there’s something for everyone at the casino. It’s also a place where money can be made or lost, depending on the game and the player’s luck.

Despite the glamour of casino life, there is no escaping the fact that the odds are always against you. The house edge is built into every game and unless you are a hugely lucky (and wealthy) person, the math will always work against you.

A successful casino understands the importance of creating a unique experience for its guests. Whether that’s the lighting, which is designed to stimulate the senses and make people feel more energetic, or the sound of slot machines clinking, casino environments are carefully constructed to create a specific atmosphere and vibe.

While demographic information is useful, it’s important for casino marketers to look beyond the basic data and consider why a given group of people are in their casino. Whether they are visiting from out of town for a convention or taking a weekend bus trip with friends, these people have different motivations and pain points than those who are on a bachelorette party or business getaway. With the right strategy, a casino can attract these groups and earn recurring revenue from them in the long run.