When Americans think of a Casino, they probably picture one of the megaresorts in Las Vegas–a massive hotel and entertainment complex with neon lights and lots of fun. While that’s an accurate description of some casinos, most are smaller operations focused on specific types of gambling.

In general, Casinos are games of chance that have an element of skill. In the US, the largest portion of the gambling industry is composed of slot machines, while other popular games include poker, blackjack and roulette. In addition, some casinos offer keno and bingo. In order to ensure that people are not cheating or stealing money, most casinos employ a variety of security measures. For example, casino employees are often instructed to watch their customers’ actions closely and alert management if they spot any suspicious activity. Casinos also frequently use technology to oversee their operations. For instance, betting chips have built-in microcircuitry to enable the casino to monitor the amount of money being wagered minute-by-minute, and electronic systems oversee table games to discover any statistical deviation from their expected results.

Aside from gaming, Casinos often offer dining and drinking, entertainment, spas and other amenities for their guests. Regardless of what type of casino you are looking to promote, understanding your audience’s demographic information is an important first step. However, demographics alone are not enough to understand the real motivations of your target market. To gain a better understanding of the true needs and pain points of your audience, try using a framework like the “jobs to be done” model.