Casino is a place where people gamble on games of chance. Though some casinos offer extra luxuries, such as restaurants and stage shows, it’s safe to say that gambling is their primary activity. Casinos use sounds, lights, and even physical design to make their environment inviting and hard to walk away from. They also employ psychological tricks to make people feel like they’re winning, even when they’re losing money hand over fist.

In the past, casinos were less choosy about who they let inside. They accepted anyone who came with money to spend, and high rollers were rewarded with free stays at their hotel and expensive meals. However, in the twenty-first century, casinos are much more selective. They focus on attracting high-stakes gamblers and rewarding them with comps that can reach into the tens of thousands of dollars.

As a result, casinos need to understand the motivations and pain points of their audience. Demographics are helpful, but not enough to get a clear picture of what types of experiences are most meaningful to their guests. This is especially true for events and group business, which are increasingly important to casinos. Cvent’s Competitive Ads and Search Ads can help your casino gain prominent exposure to planners in similar areas or sister markets, so you can attract groups looking for hotels and other venues to host their events. These targeted ads will help you attract more event business and drive better ROI.