Under the veneer of flashing lights, free drinks and gambling machines casinos are business structures engineered to slowly bleed their patrons of cash. Mathematically inclined individuals have long been trying to turn the tables on this system, using their knowledge of probability and game theory to find ways to beat a casino.

The best casinos in the world go beyond gaming to offer a full entertainment experience. Many have luxurious hotels, top-notch restaurants, spas and event spaces to attract visitors from near and far. They have that thrilling feel people experience vicariously from the movies and are designed to keep them coming back.

To understand how to attract and retain customers, casinos must first know who they are. They must be able to answer questions like: What are the demographics of my target audience? What do they value most? What do they need from us to meet those needs?

While some of this information can be gleaned from demographics, it is more important to understand the motivation of your casino’s audiences. Knowing what kind of experience your guests want will help you provide them with the amenities and services they need.

For example, casinos that cater to families will build attractions like playgrounds and child-friendly dining areas. They might also feature calming decor and an easy-to-navigate layout to encourage visitors to stay longer and play more games. On the other hand, casinos that focus on slot machines and poker will likely include high ceilings and beautiful decor to encourage players to spend more time at their casino.