The importance of sensory marketing in gambling is well-documented. Sensory strategies, such as audiovisual (or visual) stimulation, are used to increase the fun, or “stickiness” of gambling games. For example, many casinos place slot machines with flashing lights around the outside of the machines. These sights and sounds cause a feeling of excitement that stimulates people to continue playing. In this way, casino operators can increase the amount of “payouts” that take place on each machine. In fact, studies have shown that players are more likely to play a game when they are excited than when they are bored.
Some of the most exciting casino games are also some of the most boring. In fact, studies have shown that casino games with beautiful sets, bright lights, and “moving” elements, such as whipsaws, spinning wheels, and jukeboxes, actually reduce the amount of boredom that a player experiences while playing. One casino in London, for example, placed an enormous Christmas tree outside its casino, which were decorated with lights and bells, and which was also “moved” by workers on a regular basis. This added a festive feel to the Christmas day evening for passersby, who were drawn by the wonderful sight of the Christmas lights. This worked to reduce the number of bored or frustrated visitors to the casino, which was then one of the reasons the casino was able to increase the amount of revenue it earned.
The ability to use sensory strategies in the context of gambling is also critical for the casinos themselves. Because the games that they offer are among the most popular in the world, they must make sure that they are as entertaining and appealing to casino customers as possible. Many experts believe that the sensory strategies that many casinos employ work very well at engaging customers, which helps to keep them coming back to the casino’s time again. One reason that this works well is that casinos generally offer promotions and incentives to those customers that remain at their tables for an extended period of time.
The ability to offer discounts, as well as free games, make these casino games especially attractive to customers. For this reason, many casinos have found that using sensory strategies, such as flashing lights or moving objects, help to get customers interested and excited about their gaming experience. By creating a sense of excitement in the players, the casinos can then convince them to stick around and to become regular clients.
It is important, however, for the casinos to remember that customers are not monolithic. There are a variety of people who frequent casinos, and each one of these customers has unique tastes and preferences. The casino cannot afford to appeal to everyone with the same messages. Therefore, different sensory techniques need to be employed to appeal to each person individually. In general, though, casinos find that the best way to attract customers is through the use of music and colorful displays. They want to attract customers who are young and who are attracted to flashy shows and the flashy lights.
The importance of sensory marketing in gambling cannot be understated. In this day and age when gambling has become more mainstream and accessible to virtually every single person on the planet, it is becoming increasingly important for the casino to appeal to the younger generation. Many of today’s young people, who are entering their thirties and forties, are extremely visual. They enjoy spending their leisure time looking at television, magazines, movies and playing video games. To appeal to this group of customers, it is important for the casino to use vivid images and vibrant colors.
Appealing and aesthetically pleasing
Sensory stimuli can also be used to bring new people into the casino. Since the average human being will only spend two hours on the casino floor per day, appealing to the need to see the games in person, and the need to interact with fellow players, can go a long way toward bringing in new clients. This strategy has been employed by casinos in cities all around the world for years, and is not a recent phenomenon.
The ability to recognize a game show winner from an audience of people simply watching is critical. People watching and those who just watching are not interested in learning how each individual hand performed or which card went where. In fact, they aren’t even really listening. All they are doing is absorbing the visual stimulus of the show, absorbing the story that is being fed to them, absorbing the atmosphere in which the show is taking place and basically absorbing any and all information that is available to them. The importance of sensory marketing in gambling cannot be overlooked.
