About 51 million people—a quarter of all Americans over 21—visited a casino in 2002. These patrons, as well as the staff, gamblers, and ancillary workers who support them, can be divided into several categories. They may be visitors to a casino for the first time, regulars returning with large bankrolls, or professionals who spend their days in front of blackjack tables and poker rooms. Whether they are high rollers or just dropping by for an hour, these customers have a few things in common.

The ambiance, food and drinks, and location of a casino are all important elements that drive consumer choice, but so too is the customer’s understanding of how the house always wins. The house edge is the mathematical advantage that casinos built into their games, and it is what every gambler faces when they sit down at a table or spin a slot.

Unlike other businesses that can rely on a steady flow of new customers, casinos have to lure theirs back over and over again. That’s why casino marketers need to understand what drives their audience. Providing demographic information is helpful, but more importantly, they need to know what the audience wants and needs from their gambling experience.

For example, some people love the adrenaline rush of the gaming floor, while others prefer more pampering and less wagering. In that case, your casino marketing will need to emphasize its hotel offerings, restaurants, and other amenities such as spas and health clubs.