When it comes to casino marketing, trends come and go. What’s popular now is unlikely to be the case five or ten years from now. As such, it’s important to keep up with the times and understand the factors driving these changes so that you can adapt your strategies accordingly.

From the casino floor to the hotel suites, gaming areas to event spaces, and everything in between, a successful casino is designed with many different aspects of the business in mind. Each of these components can be targeted with specific messaging and targeting to appeal to certain types of guests or clientele.

Ultimately, a casino’s goal is to encourage gamblers to play longer and take more risks, and in turn, earn more money. To do so, casinos should make their gambling space a comfortable and enjoyable experience for all of their guests. Whether that’s through a playground design (also known as the Friedman style) or a traditional casino layout with confusing and tightly packed games, they should create an atmosphere that makes it hard for players to leave once they are ready.

Perhaps the most important aspect of a casino is its games. While some of these games are skill-based, like video poker or blackjack, most are purely chance. Regardless, they are the most profitable parts of most casinos. In fact, a single machine can generate between 65 and 80 percent of the money a casino earns from its gambling revenue. And that’s without even counting the tens of millions of dollars that people put into slot machines every day.