Beneath the flashing lights and free drinks, casinos stand on a bedrock of mathematics, designed to slowly drain their patrons’ money. This mathematical expectation is called the “house edge,” and it ensures that the casino, not its customers, will always win in the long run. To that end, many casinos employ dedicated mathematicians and computer programmers to calculate the house edge for each game.

In addition to house edges, casinos rely on other factors such as variance and payout percentages when evaluating the profitability of their games. These calculations are done by teams of expert mathematicians, and it is important that a casino’s marketing team keeps in touch with these specialists. Casinos must have a solid system in place for customer support and a clear FAQ section on their website to keep players happy and satisfied.

Often, people are visiting your casino for reasons that have nothing to do with gambling. It could be a business trip that has them killing time in Vegas, a wedding reception, or a bachelorette party for a friend. As such, it is critical that your casino marketing strategy focuses on understanding the motivations of each group of guests and what makes them tick.

One way to achieve this is by partnering with industry leaders in gaming software providers, and offering an array of payment methods. Consumers will trust the opinions of their friends and family more than those of a brand, so it is crucial to have an active online presence and a robust social media account. Casinos can also promote testimonials and success stories from real-life customers to build brand trust.