Marketing for the Gambling Industry
It is this distinct role that casinos play in society and the wide range of customers it draws in that make the gambling industry unique. Marketing for these resorts often requires a multi-faceted approach. No longer are casinos just for the guys on payday, but they are a legitimate business that offers a wide range of entertainment for everyone from the elite, to the celebrity, to the average family.
The casino business is also highly competitive. Where one casino is built, soon another will follow. Each resort may focus on a slightly different clientele, but they will often overlap. Each business will attempt to provide something the other doesn’t have or to prove they can do it better. Price isn’t the only or even always the primary focus for people visiting casinos and resorts, but the level and options of fun draw them in. Of course, getting value for their money still holds a strong appeal for this customer base.
Innovation with Volume Advertising
Volume Advertising was hired on in 2018 to work with Soboba Casino as they launched a renovated casino resort. To appeal to new audiences, a new hotel was added with 200 rooms. Over ten times the gaming floor space was also included to appeal to a wider customer base. Soboba was looking for a highly-skilled agency that wasn’t afraid to use groundbreakingly creative, cutting edge digital tools, and also understood the unique position of the gaming industry.
Soboba chose Volume because of the Founder and CEO, Browning Holcombe, and his experience as a former Regional Vice President for Time Warner Cable. The management of Soboba knew they had the right team to take the newly renovated casino resort to new levels of success.
Volume Advertising now works with BlueStone Strategy, a consulting firm for more than 180 Indian casinos around the United States. This partnership allows Volume to take any casino with little past marketing success and lead them to the top of their game.
The "New" Look of Gaming
In the 1960’s, the mob-owned casinos gave way to legitimate buyers and developers and a new era began. Larger and more lavish casinos and resorts were built, inspired by places around the world. Today’s casinos are often part of a complete establishment, which includes a grand hotel, restaurants, spas, shops, and other tourist attractions. They often include live entertainment to draw in a crowd, including families and business professionals. Social influence is another powerful marketing strategy relevant to the cannabis industry. Companies can gain followers on Facebook, Twitter, YouTube, Instagram, and other networks to gain an immediate impact.
The History of the Gaming Industry
Gaming and betting on outcomes have been around throughout history. Remember the ancient Roman theatres with gladiators taking on their opponents. On the other side of the coin were the playground bets made in the shadows about someone taking a dare to win a prize. It is human nature to guess how things will turn out and to back their bets with money or some other reward.
Gambling in its earliest forms has been around for centuries with ancient tiles found from 2300 B.C. in China and dice discovered in Egypt from 1500 B.C. Organized gambling in a location designed specifically for that pursuit came about in 1638 in Casino di Venezia, which is located in Venice. It was open during the carnival season to allow gamblers a place to play.
The term casino wasn’t used until the later part of the 18th century in Europe. Buildings for casinos were built so that guests could play cards. The buildings were quite extravagant and elegant, reminiscent of palaces, to draw in high society.
The Gaming in the United States
Gambling in the United States didn’t look nearly as sophisticated or even as legitimate with most games taking place in the back rooms of saloons and bars. However, it drew in a crowd, with many men playing until late in the night on payday until they wiped everyone else’s earnings out or went home broke.
Early in the 1900’s Las Vegas became the beginnings of what it is today, a gambling city. Railroad workers created the town with the idea of having a place to play cards and other games in between work. It didn’t take long for gambling to become popular in this desert town, along with drinking and prostitution.
While gambling was outlawed in Nevada, gamblers found secret places to set up their games. They played in basements of homes and in the kitchens of restaurants until 1931, when gambling became legal. The Golden Gate was the first casino built in Las Vegas, but it was ten years later before a resort would make its appearance in the city. El Rancho Vegas has that distinction with its swimming pools, horse stables, and casino. There was one roulette wheel, two tables for blackjack, one for craps, and about seventy slot machines.
The Mafia had its eye on Vegas and opened the Flamingo in the late 1940’s. Soon, the Mafia ran Vegas, developing it into the casino capital of the world with mob families from all over the country getting in on the action. These families brought in big-name acts like Elvis and Frank Sinatra to appeal to more people.