Whether it’s a glamorous Las Vegas casino or an illegal pai gow parlor in New York’s Chinatown, stepping inside a casino is like stepping into another world. Glittering lights, music blaring, and the sound of coins clinking make for an intoxicating atmosphere that draws in people of all kinds – some looking to win big, others simply trying to have fun.

While casinos offer many luxuries and amenities, the gambling activity is what draws the people in. Whether they’re trying their hand at blackjack, poker, or slot machines, players are often immersed in an exciting competition of skill and strategy.

As with any type of business, it takes a lot of different ingredients to run a successful casino. That’s why it’s important for casino marketers to understand their audience and what drives them to gamble. For a long time, marketers relied on demographic data to guide their decision-making. After all, knowing a person’s age and income are helpful indicators of their likelihood to spend money in your casino.

But that’s not the only way to know your audience. As more Millennials and Gen Z come into the casino space, it’s crucial to shift your focus from demographics to behaviors. These younger visitors want to spend their money on more than just gaming. They’re also looking for dining, entertainment, and non-gambling services, which means it’s time to start thinking about your marketing strategy differently. To help you get started, we’ve rounded up tried-and-true casino marketing strategies that are sure to boost your business.