The Evolution of Casino Branding
Historically, casino branding focused on luxury and exclusivity. As regional markets began to welcome casinos into their communities, branding took on a more approachable, fun and friendly image. This approach is no longer enough to attract a broad audience in today’s market. The entertainment landscape is vastly different now. Casinos are not just competing with each other. They are competing for discretionary dollars with a wide array of options ranging from concerts and sporting events to immersive dining experiences and even escape rooms.
It is no longer sufficient to simply offer gambling. Guests crave a complete entertainment package. Casinos must provide diverse entertainment options beyond slots and table games, such as live music, stand-up comedy, unique dining experiences, and non-gaming attractions. Equally important is cultivating a social atmosphere that encourages interaction, excitement, and a sense of community.
Modern casinos must develop an “experience-based” brand, offering a dynamic mix of gambling, entertainment, and a unique social atmosphere.
Real-world Examples
One casino that has successfully implemented an experience-based branding strategy is Foxwoods Resort Casino. Beyond just gambling, Foxwoods offers a wide range of entertainment options, including showrooms for concerts and Broadway touring shows, a multi-level indoor kart track complete with elevation changes and hairpin turns, signature festival-style events, and a variety of restaurants and bars. Their ads and offerings position Foxwoods “at the Center of it All.”
Another example is the SugarHouse Casino in Philadelphia, which rebranded as the Rivers Casino Philadelphia in 2019. The rebranding effort began by focusing on creating a more modern and vibrant atmosphere, with new dining options, a live event space, and a sleek design aesthetic. This shift towards an experience-based brand has helped the casino attract a younger, more diverse clientele.
Key takeaway: The most successful casino brands understand they are in the entertainment business, not just the gambling business.
Key Considerations for Modern Casino Branding
The evolution of casino branding demands a fresh approach. Casinos must strategically develop brands that resonate deeply with their target audiences to attract today’s diverse and experience-hungry clientele. Here are some critical considerations for any casino looking to build a robust and adaptable brand:
- Developing a Brand Identity that Appeals to a Broader Audience: Your casino’s brand should resonate with a diverse range of customers. Consider incorporating elements like excitement, innovation, and social connection alongside traditional fun, loose slots.
- Creating a Unique and Memorable Brand Experience: Focus on delivering experiences that leave a lasting impression. This could include themed events, distinctive dining options, cutting-edge technology, or engaging entertainment.
- Leveraging Data and Analytics to Understand Customer Preferences: Use analytics to understand what your players want and tailor your branding and offerings accordingly.
- Building a Strong Social Media Presence and Engaging with Customers Online: Social media is essential for connecting with younger audiences and showcasing your casino’s personality. Use these platforms strategically to build excitement and engagement.