A casino is a facility where gambling-related games of chance are offered to people who choose to enter. Modern casinos often have hotels, restaurants, non-gambling game rooms and other entertainment amenities, but the vast majority of their revenue comes from gambling. Slot machines, black jack, roulette, craps and other games of chance provide the billions of dollars in profit that make casinos one of the most popular forms of entertainment in the world.

Casinos are often portrayed in the media as glamorous, exciting and fun. Some people travel the globe specifically to visit them, and others take weekend bus trips to local casinos with their friends. Hollywood has also embraced the casino as an icon of the good life. Robert De Niro starred as the gun-slinging boss of the title location in Casino, and Martin Scorsese directed the epic crime drama Ocean’s Eleven (2001).

Understanding what a casino has to offer can help people decide if it is right for them. Beyond the demographic information that can be gleaned from people who visit casinos, there are a variety of emotional factors that contribute to an individual’s decision to play at a specific casino. These include a feeling of winning; social engagement; the experience of food, drink and entertainment; and other intangible benefits. This information can be used to create marketing strategies that appeal to those emotional motivators. It can also help a casino differentiate itself from its competition. It can focus on what makes it unique and highlight those features in its advertising campaigns.