Casinos Still Marketing Fun and Excitement

Gambling Dens Maintain Same Advertising Strategy Even in Tough Times

Nov 24, 2008

Casinos stuck with their traditional marketing messages in 2008 although the gambling odds they offered looked better than the return on their stocks.

Casino stocks dropped depressingly in 2008, but even in the despairing economy the casinos themselves were still trying to sell thrills, fun, excitement, non-stop action and "hot" slots. Those terms continued to run through much of their advertising. Hyperbole never had it so good.

Values in the Thalmann Gaming and Casino Investment Fund dropped from $12.28 in October 2007 to $2.78 on November 17, 2008, a 77 percent loss. That compares to the 5.74 percent loss that gamblers can expect on a roulette wheel, which probably offers the worst odds of any casino table game.

The 2008 casino losses run counter to the traditional thinking that the gambling business is recession-resistant. Of course, today’s gambling industry is heavily integrated with hotel, resort and food operations, making it difficult for outsiders to see where the biggest decline is occurring.

Dice Table Excitement

Perhaps the most typical scene in casino television commercials is a group of attractive women and men laughing, cheering and having a great time around a dice table. That’s probably because, as the Harrah’s Tunica website points out, dice tables normally attract "very gregarious" players. They generate the most interaction between players and the loudest cheers, as well as the loudest groans.

The dice table scene has become a casino advertising stereotype because although it is not always a jolly place, it comes closest to reflecting the fun and excitement that casinos try to market. One is less likely to find much excitement at the poker and roulette tables or along the long lines of slot machines that seem to simply mesmerize most players.

Non-Stop Action

The Atlantic City Hilton also promotes "non-stop action" and Harrah’s Tunica says "there's never a dull moment on our lavishly decorated gaming areas!" Ameristar in Kansas City says "let the fun begin." The Green Valley Ranch Casino.com refers to its "intimate in feel," which apparently means something to some gamblers.

No casino, however, tops Trump in promoting excitement. The Trump casino website talks about "The Electricity. The Excitement" and "gaming that exhilarates." It describes Pai Gow and poker as "exotic" and talks about "the thrills and chills of a baccarat or blackjack tournament."

In their efforts to impress gamblers, casinos also stress big numbers. Trump trumpets its "nearly 80,000 square foot casino," which apparently is a bit larger than the Atlantic City Hilton’s 75,374 square feet. Boulder Station boasts of its 8,000 square foot bingo hall. But do gamblers bring tape measures?

3000 Slots at Ameristar

Ameristar in Kansas City talks of its 3000 slots and video poker machines, edging Boulder Station’s 2,900 slot and video poker machines in Nevada and easily trumping Harrah’s 2000 in Tunica, Mississippi. But who’s counting beyond the few dozen a gambler is likely to use?

The casino companies today also heavily promote their hotel, entertainment and food offerings, since they are more likely to be treated as profit centers rather than the loss-leaders they once were.

Again, Trump shows the ways, promoting its "Trump lifestyle" and "unabashed luxury," as well as "Dining that satisfies. Spas that soothe. Accommodations that inspire."

Hot Slots and Loose Slots

For many reasons, casinos still tread lightly around the gambler’s chances of winning. The closest they seem to get is their promotion of "hot slots," which sounds exciting, and "loose slots," which convey some vague promise in gambler lingo. Harrah’s Tunica refers to its "big-money progressive slots" without saying whether that’s big money going in or coming out. Trump talks about "a lot of different ways to win at our slot machines."

Bally’s Atlantic City says it "has your number," which may be the most telling line of all.

References: Gamingandcasinofund.com, HarrahTunica.com, BoulderStation.com, Trump.com, Ameristarcasinos.com/kc, Greenvalleyranchresort.com, Hilton Atlantic City.com, Ballys Atlantic City.com

The copyright of the article Casinos Still Marketing Fun and Excitement in Advertising is owned by Carroll Trosclair. Permission to republish Casinos Still Marketing Fun and Excitement in print or online must be granted by the author in writing.