Whether it’s the champagne glasses clinking and people dancing or the glitzy, neon-lit slot machines, casinos have a way of making everyone feel special. The euphoric setting and the thrill of winning can be addictive. This manufactured sense of elation can be used to attract new customers and keep existing ones coming back for more. Today, many casinos use scented oils to create this experience and other tactics like near-misses on slot machines to keep players engaged.

But, even though demographics are important, they don’t tell you everything you need to know about your audience. They’re just a starting point and can be misleading. It’s important to understand why someone is visiting your casino so you can tailor your marketing strategy accordingly.

For example, your grandmother may enjoy weekend bus trips to the nearest casino with her friends but that doesn’t necessarily mean she’s there to gamble. She may be there to take in the atmosphere, play some table games and maybe have a drink or two. She’s there to have a good time and that’s where your strategy should be focused.

Humans use hobbies and entertainment to escape from their daily stresses. Hobbies help us decompress, improve our concentration and cognitive function and provide a fun way to socialize. People look for escapism through movies, TV shows, video games, sports and more. Humans also find comfort in others, which is why it’s important to build and foster your tribe of loyal customers.